Last year we embraced social media with open arms, as so many PR professionals have done. We recognized its power in monitoring a brand and reaching out to clientele in real-time. As Jeremy Pepper noted in his blog Pop PR: “The fact is that social media should not be a separate discipline anymore, nor should it ever have been… Isn’t it just part of the whole P in public relations?”

We think so.

Many of our own clients, a mix of lifestyle, restaurant and financial industry experts, have embraced social media as part of a full-scale public relations and marketing plan. Some chose to devote their entire PR budgets to social media marketing. They saw it as way of dipping their proverbial toes in the water for the first time. And they’ve seen results.

Those results ranged from online twitter discussions about their areas of expertise to garnering interest from writers and bloggers to earning new customers. All the while, we were able to help keep their PR messages consistent, address any concerns that arose immediately and above all, give our clients a new window and perspective into their businesses.

Social Media Strategist Sally Falkow considers social media a worthy PR resolution for 2010, and we agree. “Social Media is no longer a fad, or something to try out,” she wrote. “It will become an integral part of PR programs in 2010. And PR people have to master social media and use it strategically to be effective… It seems we need to up our game.

“A poll of 450 PRSA Counselors Academy members listed mastering social media as one of the most important things for PR practitioners to do in 2010.”

But businesses delving in for the first time should take note – this isn’t a task to hand off to your computer-savvy nephew. Experience using Facebook and Twitter does not suffice for a solid social media strategy.

As Pepper said: “Social media shouldn’t be a special job that is relegated to 25-year-olds as they do not have the gravitas or years of experience to understand the deeper issues.” Years of experience strategic public relations counseling is a boon to any business – online or otherwise.

What do you aim to do differently with social media this year?

Your company’s revamped Web site is up-and-running and your social media networks are in place. Now what?

It’s time to start the conversation. Social marketing is a participation game. It’s about engagement. Successful social marketing campaigns require a fresh, consistent stream of useful online content. Here are three tips to keep in mind:

 Be a Publisher

Remember, your company has more to offer than products and services. You can provide useful information. Treat yourself like a publisher. Talk about your industry. Position yourself as an expert, all by crafting interesting content. Sonia Simone, senior editor of Copyblogger noted “great content gives social media life by giving people something more interesting to talk about than what they’re ordering right now at Starbucks.”

Show Personality

When creating content, take a multi-faceted approach. Post useful information and do so often. Give your Web site and social networks a shot of personality. Rebecca Lieb, vice president of eConsultancy, considers that a proven approach. “Think of the personalities not only of your consumers, but of your organization, your brand and your products,” she wrote in Marketwire.com. “This is not a new concept – we’ve had personalities like the Maytag Man in advertising for decades.”

Get Search Results

Once you’ve solidified a voice and committed to fresh content, you’ll reap the benefits of attracting new visitors. As Lee Odden of Mashable explained: “Websites that frequently add content provide more web pages for search engines to include in search results and attract more links from other websites.” Likewise, Brent Csutoras of Search Engine Land, wrote: “Content is what will convince people to return to your site and sign up for RSS feeds. It will be what inspires another blogger or webmaster to want to link to you… it will be what is likely to help your content and site rank better within search engines.

That’s right, content and search engine optimization go hand-in-hand. Your words – be it a blog entry, Tweet or Web page content – can work for or against your business goals. So get going, craft your next message, connect with a new Facebook fan or comment on a relevant blog. And let us know how it impacts your business.

By now a third of businesses recognize social media as a useful tool in promoting products, services and solidifying a brand identity. According to the results of a Deloitte 2009 Ethics and Workplace Survey taken last month, 30 percent of executives noted that social networking was indeed a part of their business strategy. But, as noted in the e-Marketer article, The Problem with Social Media in the Office, 55 percent did not have any sort of official policy for using the networks.

It makes us wonder – are these executives wielding the power of social networking carefully? Are they devoting the proper time and attention to the networks they have chosen – primarily Facebook and Twitter? Are they engaging other users?

Leveraging social media in the workplace is not always top-of-mind. Not all businesses that stand to benefit from this type of exposure can require their employees to sit in front of a computer screen. For those professionals, it is truly important to seek out a dedicated, experienced PR professional who can support these efforts.

Ask yourself:

A. Do I have a social networking strategy?

B. Are my social media efforts linked directly to my marketing plan?

C. Is the time spent on social networking supporting all of our efforts – event planning, specialized pricing, promoting new products and services?

D. Or is it just an afterthought?

If you answered D, it’s time to seek support to guide your efforts. Social networking requires an investment of time. When executives cannot afford to spend time using these tools correctly, the business itself stands to suffer. The message becomes fragmented.

In business, perception IS reality. So tell us, how is your company perceived? An outside perspective and social media strategy can give any company a serious edge moving forward.

Through our ongoing research, we’ve witnessed the altered landscape of this industry and find it fascinating and full of new opportunity. That’s why we’ve created The Marketing Minute. Each week we’ll bring you marketing tips, tools of the trade and in-the-know advice for getting your business off the ground and doing the most for your clients.

In quick 1-minute viral video segments, we’ll banter about everything from blogger power to how to survive in a down economy. We’ll talk up the wonders of Twitter and social marketing and get back to basics by showing you how to “Be the Brand.”

But we’re not here to merely spout ideas into the blogosphere. We want your feedback. Tune in weekly at www.publicityworkspr.com and share your comments and suggestions with us. Social marketing and public relations are based on authentic connections and conversations. We’re all for keeping those lines wide open.

At a time when advertising dollars are tight, PublicityWorks crafted a plan to allay those fears and suit a client’s needs – no matter how big or small. By partnering with the Web experts at Futuramic Media, we’re offering a variety of set-fee packages for social networking that ensure quick,measurable results. Consider this:

· Start with our Diagnostic package – for a set fee we’ll look at your Web site as well as the sort of media placement and marketing plan you already have in place. We’ll compare your strategies withthose of your competitors, and suggest ways to make changes.

· You can decide whether to take it to the next level in-house or move on to the next phase with us.

· Continue with us for Implementation and we will provide new systems of outreach, create relevant, riveting online content, revise your online and social networking presence, all to propel your businessto the next level.

· Our Ongoing approach can continue to develop your presence online, provide blog content and media outreach as bestsuits your business.

You’ll know right away what’s working and what isn’t. The return on your investment is almost instantaneous. We aim to provide an online presence with a strategy that is directly attached to your business goals.

Tell us what you think, share your ideas for positioning your business online, into the Internet stratosphere and beyond.

When marketing and PR is not perceived as an integral component of the business plan
or strategy and considered an extra, the reduced presence in the hearts and minds of customers creates the perception that the brand is weakening, and provides an excellent
opportunity for competition. Here are the top four myths on marketing in a bad economy
your competition is counting on you to believe:

1. I know Marketing is important, but right now we need to put Marketing and PR on hold.

The real story: Once you are down in the brand cycle, it is hard to get up. Few brands or organizations can succeed without communicating to customers and potential customers. The time you are “on hold” may be at a key point in a potential customer’s decision-making cycle. By not staying top-of-mind with current clients and potential new clients you risk your brand simply being among the glut of competition – the perfect opportunity for your competition to eat your lunch.

2. Every body is waiting for things to “get better”.

The real story: Companies who are brave enough to ramp up their PR efforts will weather storm by taking market share from those who avoid the limelight from those who are not aggressive in the down turn. Leading business publications and thought leaders also point out that the company who expands marketing activities can usually dominate their industry sector if the downturn lasts for a prolonged period of time.

3. By cutting out Marketing, we can spend the money on other things and get back to Marketing when things improve.

The real story: When the economy is in trouble, people worry and don’t want to spend. Give customers and potential clients the assurance you are strong and viable and are here for the duration to be of service. That message can only be conveyed by marketing and PR efforts – visibility makes customers feel comfortable about doing business with you.

4. Our competitors aren’t spending money on marketing, PR or advertising either.

The real story: That “wait and see what the competition is doing” plan of action will kill your business! Your business/organization has something to offer that your competition does not have! Why would you let them lead your efforts to grow and succeed? Savvy Inc. knows that when cautious competitors pull back in fear, this is the time marketshare can be grabbed – marketing while competition is wringing their hands will result in increased presence, exposure to new groups, and garner new customers during tough times.

In a recession or economic downturn, it is essential that we not make important decisions that impact the health and well being of our company with a reactionary mindset. Now is the time to step-up in every way – in the service we provide customers, quality of the goods we make, and to also step-up our mental tenacity by not giving into panic and to stay committed to being the best at what we do and be proactive in communicating why we are best to our customers.