Success with the coop’s social networks, which also include a blog, Flickr and YouTube, has led to homepage integration of the feeds in the website redesign. RKPR and the coop, which works to encourage visits to North Lake Tahoe year-round, launched the social presence nearly two years ago and we continue to enjoy interacting with fans and followers. Get involved with the North Tahoe conversation by joining the networks.

Organizations and coaches, in both the professional and collegiate levels are banning their players from using social sites such as Twitter and Facebook. These athletes are being penalized for posting about the training camp’s cafeteria food to poor calls from the referees at the game from the night before. If a post is affecting the reputation of the team and organization then yes, there should be consequences. But is talking about the horrible cafeteria food hardly a low blow to the character of the organization and its team?  So, where does the line get drawn? 

A recent story about athletes using social networking addresses this. Is it really something that can be regulated by monetary fines or is this a trend that cannot be controlled?

One social media story that I think has met success is that of Weezer, the band that made geek chic in the 90s, took a few breaks along the way and are now stronger than ever. They’ve been tearing up all things social with a huge presence on Facebook, Twitter, MySpace, YouTube and even the social music network imeem all combined with an e-mail campaign, web site and blog that’s dialed in with each of their social networks.

While the rock quartet surely has a marketing machine behind them, the content that’s being created is so true to the band’s identity and brand that it’s easy to forget that, while involved, Rivers, Brian, Scott and Patrick aren’t really at the helm. That authenticity filters through in stunts like the Weezer Snuggie, which includes a free copy of their latest CD “Raditude,” or their Twitterviews and video Q&A’s with the band.

Visit any of Weezer’s pages and you’ll be there for much longer than you anticipated, checking out tons of videos, blog posts, photos and more. And while some longtime fans have said the band is selling out, I think they’re just finally connecting with their audience and continuing to be relevant in a music landscape where so many artists never make it past their first album.

I do the same thing on Facebook, wondering if I should accept a friend request from someone just because we have 35 friends in common, forget the fact that I’ve never met them and we have nothing in common (aside from those 35 “friends”).

I recently read a column in the New York Times about social networks that discussed the very thing I’d been debating with myself. It zones in on networks, especially LinkedIn, and users that are getting a little overboard with connections, “LinkedIn megalomaniacs” who connect with “practically everyone they pass on the street.”

So much of life is about numbers…the ones in your bank account, the ones on your Guitar Hero score, and let’s face it, the friend or connection count on your social networks. But, as the article points out, should we be placing so much emphasis on our connection counts that we’re willing to professionally vouch for or share our personal lives with complete strangers?

We’ve all seen Tweets that use the phrases, “OMG,” “totally,” and of course, “!” used as punctuation throughout. Even better are the multiple “!!!!!”  This is absolutely acceptable for individual Tweets if that’s how that individual communicates. However, if the voice of your brand is communicated that way, it’s worth serious evaluation. Twitter is not for kids anymore.

If you are a business and your goal is to remain true to your brand, which is how it should be, the “voice” that is carried throughout your marketing needs to remain in line including your social networking voice. We’ve seen professional brands that come on to Twitter and begin Tweeting one way and then suddenly the voice changes. That’s okay if your voice is still consistent with your brand. However, if it sounds like you’ve handed over your passwords to a social networking newbie, you may start losing followers and not gaining any new ones.

A common misperception we’ve heard is that social networking is owned by the younger generation. That’s not necessarily true. And yes, there are exceptions to this rule. But while today’s college student most likely has a Facebook account and maybe Tweets, they are doing so personally. Their personal voices have been perfected with their friends in a causal and engaging manner. If the person you have assigned to manage your social networking does so without the insight to your brand positioning, the image of your company online won’t be consistent with your marketing. The expectation that it will, is wrong.

So, when a company just hands over its brand to the youngest person in the office without educating them, they are passing off a critical component of their brand to someone without any training. Companies surely wouldn’t do that with an ad or collateral piece. Which leads me to believe that businesses are either: 1) not taking it seriously or 2) they are just doing social networking for the sake of doing social networking. The fact is it’s a very powerful, fully Google searchable voice to your business. If you doubt the power of social networking, you’re just kidding yourself.

We also see confusion on where social networking fits. Social networking is a tactic. It’s not a strategy. However it does require a strategic approach just like any great marketing program.

Want to know how your potential new hire or agency handles it?  Easy, check out their work. 

1.    Do a Google search and see how their personal social outreach trends.

2.    Check out Twitter and see how many people they follow, how many follow back, how often they post and the number of posts to date.

3.    Go to Facebook and check out their profiles including frequency, photos, links and other tabs.

4.    View their LinkedIn profile to see how their professional resume is presented.

5.    See if they have a personal website and/or if they blog.

If you are looking at hiring professionals or an agency,

1.    Be sure to check out the agency’s social networking presence with a Google search. There should be a consistent level of frequency and not just starts.

2.    Search for individual team members to determine their level of participation. After all if you choose the firm, they will be managing your efforts.

3.    Go to their Web site. If an agency is active in the social networking arena, there should be links to their pages and it should up-to-date.

4.    See if the agency blogs. 

If the agency can’t do it for their own business, how are they going to do it for you?

No matter if it’s an individual or agency, a review of each of the online platforms will help determine their personal brand and therefore how they might represent you. If they’ve promoted themselves well, they’ll do justice for you. If they’re not active socially, then you have your answer.

I’ve had the privilege and honor of being among the 150 judges from throughout the county to review the submissions and select the winners. For the third year, I traveled to New York City in March to spend 8 hours in a conference room reviewing the entries, discussing the program implementation, the tactics chosen and the support material. A team of four judges review one or more categories. This year I judged Crisis Communications and Business-to-Business Other.

What an incredible experience! Not only do we scour the entries soaking in the details, but we have the opportunity to review all the materials that went into making it possible. Plus, it’s a great idea generator for your own programs.

This year was the best yet. The other three judges were from large New York firms and have held a variety of positions including one who is sought after as an expert by several national news outlets (I also think with one call he could have gotten me into any hot New York restaurant…next time!). The conversation and the ability to discuss trends and the professional were well worth the trip cost.

All in all, here’s what I learned…

·         That just because you work at a boutique communications firm in Reno, Nevada, doesn’t mean that you don’t understand current trends.  It means you implement them. 

·         That results from being assertive in seeking out knowledge from larger markets and minds pays off. Be a sponge.

·         You can hold your own, even in the midst of larger firms, because the layers are removed and teamwork proves to the most valuable asset.

·         That honestly, integrity and doing what’s right always wins the day.  

·         That programs that you think are the best thing you’ve ever done, which is probably true, is only as good as the next entry but should never be minimized.

·         Healthy debate is liberating, reassuring and needed.

·         That communications professionals are the glue during crisis situations.

·         That a majority of professionals are not ready for this next phase. 

·         That today’s communicator needs to be quick, savvy, understand the tools available (and use them), be mobile and above all recognize opportunities—they are everywhere!

·         Making new friends is rewarding.  I had the opportunity to meet a fellow judge through Twitter two days before arriving and then met for coffee before judging.  Also that photos on Twitter really help in finding who you are meeting. 

·         And finally, that writing is still the professions bread and butter. 

For instance, one client’s fans on Facebook shot up to more than 800 in just over a week due to the viral nature of the joiners. Reminds me of the days when I recognized most of the members on the list.

With many of our clients now embracing social from a business perspective there comes with it an obvious ability to speak directly to your customer…someone interested in your product or service…as well as fueling their desire to see it grow. 

A recent Small Business Blog post summarizes a top Twitter blogger’s remarks during the Search Engine Strategies conference in New York City this week.  Guy Kawasaki puts it quite simply, “Bubble Up” marketing.  It’s worth the read.  

Thanks also to @Rebecca_Rose, here’s a great piece in Newsweek about America’s first viral eatery. Both aptly answer the question, “Yes, there is a place for businesses on Twitter.”

So in an effort to help stoke the fire a bit, the following lists our clients that are new to Facebook and Twitter.  Check it out and see if something strikes you.  If so, you know what to do…and if not, you know what to do too. 

Artown:  http://tinyurl.com/dcfoh5 and http://twitter.com/artown

Lake Tahoe Music Festival:  http://tinyurl.com/c5styb

Lake Tahoe North:  http://tinyurl.com/cxlzy2 and http://twitter.com/TahoeNorth

Lake Tahoe Shakespeare Festival:  http://tinyurl.com/daeyb5 and http://twitter.com/tahoebard

Rock-N-River Marathon:  http://tinyurl.com/cczhrx and http://twitter.com/RocknRiver

Save Nevada Tourism:  http://tinyurl.com/cgbmm3

Back in December, RKPR took advantage of an opportunity. Honestly, I keep thinking that anyone would have done what we did.  I’m also naïve enough to believe that all communications professionals call journalists back, but I know that’s not true (ssshhh, I know because the journalists tell).  But the truth of the matter is we did step up while others watched. We seized the opportunity.   

In January, I received a “D” message from @nvbob asking what I thought about co-presenting with him on real-life social media strategies using RKPR’s December case study as an example. Absolutely! 

On March 7, Bob Conrad, APR and I will be leading a workshop during the inaugural Nevada Interactive Media Summit titled, “Unconventional PR Strategies:  How Social Media Has Changed Communications.”  And trust me, it has changed. 

As a 16 year communications professional, I’ve had the privilege of seeing technology soar. Fortunately for me, I love technology and, even though math still provides me challenges, I can quickly grasp new tech concepts, applications, etc.  The one area I find completely fascinating is social networking, especially its implications on businesses, brands, organizations and individuals.

It seems as though on a regular basis I hear myself saying, “today media changed.”  One such instance that’s quite vivid was when US Airways Flight 1549 landed in the Hudson River and the first shot that appeared on all the major news sites was from a ferry boat passenger (@jkrums) via his mobile phone posted to Twitpic. The photo was everywhere and for the next several hours @jkrums was being interviewed by all the major networks. What amazed me even more was that his first-person account was news and the media wanted to hear his story. He seized the opportunity.  

During our presentation, we’ll talk about the changing face of communications and that a solid strategy, strong goals and realist objectives are as foundationally critical to a social media campaign as they are to a traditional program.

I feel quite honored to be included with such knowledgeable presenters.  I’ll be attending the entire day and I hope to see many others attending as well. 

Details / Registration $25 (register by Wednesday), $40 Walk-in.    

Oh, and another thing…opportunities often come at the most inopportune and unplanned moments…such as Christmas Eve. It’s just another way that differentiates those willing to seize the moment and those that say, “Ah, next time.”

While at work on Christmas Eve, I eagerly watched and participated in a Twitter giveaway hosted by Peter Shankman, public relations and marketing guru and founder of HARO, Help A Reporter Out. Peter gets a lot of swag through the year from companies in hopes that he’ll mention the promoter’s product or service. So on Christmas Eve he decided to give away the items he received to his Twitter followers with a little trivia. This intrigued me…an all social networking promotion? Huh. This should be fun. Yes, I participated and answered a couple of questions but wasn’t fast enough, didn’t win but had a great time. Toward the end of the giveaway, Peter indicated that he would do the same thing on Friday for those PR folks working the day after Christmas. What a great idea! I continued to watch the Tweets from Peter trickle in and saw that a few companies were offering up some products to give away. Ding, ding! The bell went off and I rapidly sent off a message to Peter saying that if he still had room and thought it might make a nice giveaway, we could provide him with a Reno-Tahoe ski trip for two with lodging, lift tickets and swag.

Within seconds he responded with a resounding, “YES!” I quickly drafted the prize letter and package details sponsored by the Reno-Tahoe Regional Marketing Committee and forwarded it on. Again, within seconds he responded and said it was INCREDIBLE, the best prize he’s received so far and that he’s making it the grand prize. The grand prize?! Simply by recognizing and seizing an opportunity?!  Hey, that’s pretty cool.  Well, I had no idea how incredibly great this would turn out to be.

You see Peter has quite the list of loyal followers, 18,000 plus, and it grew by 1,000s during the 12 hours that he ran the Twitter Trivia day. Prizes were being awarded every 10 – 15 minutes and the trivia questions were getting tougher. Throughout the day anticipation was building for the grand prize – the Reno-Tahoe ski trip as was evident by the Tweets coming in from all over. About three hours before the trivia was coming to a close, Peter’s friend Brian Shaler, who happened to be in New York, came over and hooked up a live feed. Then it really got interesting. I emailed a current snow update and they read it out loud within seconds talking about Reno-Tahoe and the grand prize. WOW!  Yes, I watched the live feed that had two guys on a couch, with computers, a cat and lots of cans on the table. At times I was wondering what I was doing, but I just couldn’t turn away.

As I watched this unfold I thought of two things. One, WOW! Reno-Tahoe received a lot of publicity value by just saying, “hey, we can help.” And two, the Reno-Tahoe ski package was promoted only using the power of social networking through Twitter and the trivia contest – maybe the first of its kind. The results have been numerous Tweets about the area, the answer to the grand prize question (Squaw Valley home of the 1960 Winter Olympics), trending at the top of the Twitter searches and blog after blog being written about the day’s events http://tinyurl.com/872c5u, http://tinyurl.com/8s4xuq, http://tinyurl.com/753hww). From a FlyRenoTahoe.com perspective, our web hits saw a spike and we were able to continue to promote the area as a top winter ski destination.

Yes, it’s great to be in the right place at the right time…it’s even better to act.

A BIG, HUGE thanks to Peter for all the effort that went into this. It was great to watch it unfold and to see the results first-hand. We feel honored to be among those that participated in this inaugural Twitter event.  And if you ever need a prize again, we’ll be there!