Interactive Marketing When You Don’t Know Your Twitter from Your Ning

As communications professionals, every member of the c21 team understands the power of the Internet – as both a sales and a communication channel. Some of us might even be considered cyber geeks (but I won’t name any names). Like many integrated marketing professionals, we’re comfortable tweeting away on Twitter, friending on Facebook, using LinkedIn to build our personal and professional networks and debating the merits of iGoogle vs. Netvibes. But we also realize that our clients may not have the same level of expertise in interactive marketing that we have. And frankly, we know how annoying it is to feel like the subject-matter expert you’ve hired to help you is speaking a completely foreign language.

That’s why we take a very measured approach to developing interactive strategies with our clients – starting with getting an understanding of each client’s level of readiness and capacity for the work. Recently, our team led a Social Media 101 webinar for non-profit professionals, in which we explained pros and cons of various applications, showed examples of best practices in their industry and gave participants an opportunity to ask questions they otherwise may never have gotten answered. Sure, we love “exotic” projects like building social media promotions and creative pay-per-click campaigns, but we’re just as amped to help a client monitor their online reputation or to analyze and improve the effectiveness of their existing Web site and search results.

It’s easy to get excited by the bells and whistles associated with Internet marketing, but in the end it’s all about finding the tools that generate results.

What's your opinion?

These days anyone can publish an op-ed piece ... by simply posting an opinion story on his or her own blog. However, if your blog has yet to reach a readership of hundreds of thousands you may want consider a more traditional method to reach target audiences - drafting an opinion piece with the intent of getting it published in a printed newspaper or magazine.


Recently at a media panel hosted by c21, Ken Foskett, editor of the opinion pages for the Atlanta Journal-Constitution, shared what he looks for when considering which op-ed submissions make it to print. The submission must be well-written, take a strong stand on one side of an issue or topic, and connect with timely news.


Coincidentally, at about the same time, two of our non-profit clients asked us for suggestions or "best practices" for writing and placing op-ed articles. While compiling these best practices and guidelines, we came across a useful article and "checklist" for writing op-ed pieces from former journalist John McLain. Below are 10 items from his checklist:

• Focus tightly on one issue or idea – in your first paragraph


• Express your opinion then base it on factual, researched or first-hand information


• Be timely, controversial but not outrageous


• Be personal and conversational


• Have a clear editorial viewpoint – come down hard on one side of the issue


• Educate your reader without being preachy


• Issue a call to action


• Use clear, powerful, direct language


• Avoid clichés and jargon


• Appeal to the average reader

You know what they say about opinions ... yep, everyone has one. And, if you articulate your organization's opinion or position well, it might actually be heard.

Branding and Positioning = Blogging

A study called "Harnessing the Power of Blogs," sponsored research by BuzzLogic and conducted by JupiterResearch, a Forrester Research company, recently was released.

The coverage about the study, posted on ClickZ, claims blogs influence buying/purchasing more than social sites. But, after careful review, I believe the correct statement should be advertisements on blogs influence buying/purchasing more than advertisements on social sites. Regardless, there are some great stats on blog use and response to advertisements on blogs.

And, according to the story, a blog "plays a greater role than social networks, likely because bloggers establish themselves as an authority on a topic, particularly in niche areas, and create a relationship with the consumer."

The point? Blogging is quickly becoming the new "executive positioning" and "thought leadership" tactic. Many clients want to be viewed as leaders in their respective industries or have their executives positioned as thought leaders, but shy away from blogs potentially due to the interactive or two-way feedback mechanism, but is that really so scary? Really ... what's your reason NOT to blog?

Social Media Mistakes Hall of Fame

If you're new to the world of social media marketing, you may be concerned about making missteps and faux-pas on the Web. Don't let those fears stop you! Blogger and tech journalist David Spark recently penned a great piece about some of the bigger mistakes social media gurus have admitted to making. So if you're just jumping into this brave new world - take a look, take a deep breath and go forth! And if you're an old pro at social media, let us know what mistakes you've made and what you learned in the process.

Making it in the “Real World”

When I joined c21, I was encouraged to join and participate in a professional organization. I had no idea of the depth of benefits these organizations could provide. When I was in college, professors endlessly recommended professional organizations as great resources for job and internship listings, but didn’t focus on the long-term benefits of membership. Since I’ve been involved with the Georgia chapter of the Public Relations Society of America (PRSA) for the past two years, I have really begun to recognize the impact it’s having on my career.

I began my involvement with PRSA as a member of the Real World committee – a group that plans and executes an annual conference for college students to help prepare them for the “real world” and a career in PR. This year, I’m continuing my participation as the chair of the development committee – which secures sponsorships from corporations and agencies across Atlanta. (Shameless plug: to find out more information or sponsor, click here)

As a result of my work, I’ve had greater exposure to the Atlanta marketing PR community. Now when I attend events, others read my nametag and say, “Hey, you’re the person who sent me those e-mails – it’s nice to put a face to a name.” It’s honestly pretty cool to have people at other agencies and corporations recognize my name this early in my career!

Beyond networking opportunities, I have gained practical experience as well. I’ve learned how to approach people I’ve never met and I’ve taken that knowledge back to my daily client interactions. I’ve learned that people pay attention when you lead with the benefits they will receive, whether they are potential sponsors for an event or a client. I’ve also learned that sometimes people say no, but they may be willing to help in other ways. For example, I’ve worked with a company that wanted to sponsor, but couldn’t due to budget restraints. By creatively thinking about what the company could provide on a limited budget – providing branded tchotchkes for the attendee gift bags, for example – I was able to secure the company’s involvement and build the relationship so that when they do have the budget to sponsor, they will be more likely to participate.

In addition to my work with PRSA, my colleague Elyse Hammett serves on PRSA’s APR board and mentors professionals working toward their own accreditation in PR. Other colleagues at c21 are involved with the Atlanta chapter of the American Marketing Association and contribute by organizing events and serving on the board of directors.

Based on my personal experience and the experiences of my colleagues, I would recommend professional organizations to anyone, no matter what industry you’re in. You can find more information on the PRSA and AMA Web sites, and information on the benefits on networking can be found on job-search sites such as Monster.com.

Football Season

It’s that time of year again – when the air begins to cool, the leaves change colors, and people make mass migrations to their favorite college campus to watch some football. I get goosebumps just thinking about. Yes, it’s time for NCAA Football. I’ve religiously followed college football for the last six years and thought I knew a lot about the sport – until c21 began working with NCAA Football to provide marketing PR support for its Youth Initiative.

The Youth Initiative includes NCAA Football Youth Day clinics, a grant program and events surrounding the BCS National Championship game in Miami. The program strives to attract more kids to the game, provide them with additional motivation to pursue a college education, help them develop the necessary skills to be successful on and off the field, and help to establish a new base of lifelong NCAA Football fans like myself.

The Youth Initiative program further deepens my commitment and excitement surrounding NCAA Football – in that this national nonprofit is giving back to youth football leagues across the country and nurturing the growth of my favorite sport. Check out our Web site for case studies of similar projects, and be sure to watch your favorite college football teams battle it out over the coming months in the race to the BCS National Championship on January 8! Go Dawgs!

Are you a die-hard college football fan? If so, e-mail me and tell me about it.

Social Media – effective campaign tactic or waste of time?

As this year’s presidential candidates are eight weeks away from decision day, they’re competing even more for our eyes and ears. Countless TV commercials, online ads and emails have already started, and we’re not even halfway through September. But, as a marketing PR professional, I find it fascinating to see how this election has incorporated social media tactics on a whole new level.

Through promoting his Facebook page and other social networking sites, communicating on Twitter, driving supporters to his Web site, and offering text messages, Obama reaches out to young voters, and it seems to be working. For example, he has more than 1.6 million supporters on Facebook, while McCain has just over 250,000. On Twitter, nearly 73,000 are following Obama, and McCain doesn’t even have an official Twitter account. These numbers are also reflected in national polls; among 18 to 29 year olds, who are typical social media users – Obama leads McCain 52 to percent to 40 percent (according to a recent Reuters/Zogby poll).

While McCain also has a Facebook page and a Web site, he’s by no means a maverick when it comes to technology – the candidate has admitted that he not only rarely e-mails, he also is effectively Internet-illiterate. However, in a recent and surprising twist of fate, McCain was able to connect with young voters. In response to a McCain ad that compared Obama to Paris Hilton and Britney Spears, Paris filmed her own campaign ad thanking McCain for his endorsement for her candidacy. This video has garnered more than seven million views on funnyordie.com and more than 1,000 responses to Paris’ ad have been added to YouTube. While the increase in online discussion about McCain was completely accidental, it did get more young people talking about him, which may work in his favor in the long run.

We still have a couple of months to go before we know the full impact of these new tactics, but we have already seen how they can effectively engage an overlooked and often under-appreciated segment – young, dedicated voters. It will no doubt be an exciting election to watch!