The last quarter of the year is in full swing. We are all trying to meet our numbers, get end-of-year projects done, plan for 2012 and finish this year strong. For some 2011 has been a challenging year, for others a great one, but whatever the case may be, we all have many things we can be thankful for. 

I encourage you to take some time everyday to reflect on all the things that you are thankful for, from the big things to the little ones.

Some of the things I'm thankful for:

• Being able to spend time with my wife and kids
• My parents and yes, my in-laws (who are great)
• The team here at TheEyeWorks
• Our clients (thanks!)
• Great coffee
• Being able to enjoy a good burger
• Google Apps
• Basecamp
• Highspeed internet (even though I'm a bit jealous of the internet speeds Google employees enjoy)
• Clean water
• Freedom
• Working in an industry I truly enjoy
• etc.

I leave you wih a great post from Leo Babauta's blog Zen Habits. Why Living a Life of Gratitude Can Make You Happy

What are you grateful for?

"Reflect upon your present blessings, of which every man has many--not on your past misfortunes, of which all men have some." - Charles Dickens 

To get the most out of a networking event make use of these simple guidelines:

• Target your networking event - don't go to just any event, select an event that has the highest chance of having prospects that match your new business profile
• What is your strategy - go to the event prepared and with defined goals. Develop a strategy on how to achieve these goals.
• Get in touch with your extrovert self - if you are naturally an extrovert, let it all hang out; if you are more of an introvert, this is the time to come out of your comfort zone and take chances.
• At the event, zero in on the power group - this is a technique used in meeting people at bars or clubs, it goes something like this - at the bar zero in on the prettiest female, go up to her and give it your best shot - if she says no, guess what, you just tackled the biggest challenge at the bar, if she says yes, "Wow!" The thing is you never would have known if you hadn't taken that chance. The same holds true in a networking event: zero in on the group at the event that looks the most powerful, go up to them and muscle into their conversation - from there, it's all downhill.
• Don't forget your business cards - yes that's right business cards. Not everyone has a smartphone and not everybody wants one. Make sure you have something to leave behind with your potential prospect. And make sure your business cards lead them back to your Website, but only do this if you have a website worth going to. 
• Tweet everyone at the networking event as you wish to be tweeted - even if the person you are speaking with is looking for a job, their previous employer just might want what you are offering and they can put you in touch with the right person. Treat everyone equally. 

The number one rule that almost everyone breaks at networking events: Follow up or follow through!

If you say that you will call them in a few days, or you will send them additional information on your company or you will set up a meeting within a month – Do it! Send them relevant information via a landing page especially customized to your new business friend.

Most people do not follow up as they should or don't follow-up enough. When you do follow-up have a clear purpose, ask them directly – "Is there an opportunity for us to do business together?"

Networking events are an excellent source of new leads and fresh business contacts. Yet to make sure it’s not a waste of time, have clear goals, attend only targeted events, do not be intimidated by power groups, and always, always follow-up.

Go get'em tiger!

Do you have any networking tips or techniques that have worked well for you?

Last week we were looking for some help with a project. The first place we went was Twitter where we got some very generous Retweets (thanks to those of you who did) and some responses (thanks for your interest).

I also went on Facebook to search for some help. I found some interesting people and businesses and wrote on their walls asking for help.

Days went by. I never got a response and crickets started chirping.

Needless to say, we found the help we were looking for and our project is now complete! Late last week I revisited my Facebook posts on several freelancers pages and deleted them. It may seem harsh, but if you're going to have a Facebook account, you should respond to requests. There's no use in having my request sitting worthlessly alone on your Facebook page for days on end.

A lesson for us all: If you don't want to use your social network in a traditional way, simply include information that states the best way to get in touch with your organization. You can also specify what you're using the account for. If your Facebook account is simply a portfolio or your Twitter account is simply a feed for your blog, great! Just let us know.

It may seem simple, but as you begin implementing or applying social media to your marketing efforts, know what other people are expecting from you. Don't set up an account and leave interested people simply hearing crickets chirp as they wait for a response.

Are you using a social media account in a non-traditional fashion? Feel free to share some examples of non-traditional accounts in the comments section below.

Image: A Bremner, "Cricket in close-up", via Flickr Creative Commons Attribution

This is why it's imperative that you make sure that your marketing efforts do not go on vacation along with your staff.

Now more than ever - and especially during a slow economy - you need to keep yourself and your business in front of potential clients. Consider gaining valuable new business momentum now, while your competition will be ramping up their efforts during the Fall months. You will be that much ahead.

If you have an Email Marketing campaign going, throw in a discount or some giveaway - a little something special for those customers actually paying attention during the summer.

Keep the Blogs coming. Believe it or not, there are clients out there that like to receive your information. If it is useful enough, your clients will be happy to share it with their business colleagues and customers.

If your Website hasn't made the phone ring in while, now is a good time to take a fresh look and pump it up with useful information, case studies, white papers, and articles. This will only help your SEO.

Launch a special New Business mail out campaign. Make it unique, targeted, memorable or something that your prospect can actually use. A new business campaign will only be effective if it is backed up with follow-up calls.

Take a client to work day. If you haven't spent time with your client in a while, now is a good time to take them to lunch, invite them to a get together or a special outing. This is common sense client relations that will help solidify your relationship with your customers.

Haven't dived into the Social Media pool yet? If business is a little slow, take a Social Media class or Webinar. Find out how Social Media is changing the conversation and how it can benefit your business by bringing in more customers.

It may be summer, but don't allow your marketing to take a vacation. Instead heat things up by taking proactive steps now to get ready for the busy Fall season ahead. If you have a little more time on your hands these days, make it productive by learning more of what you can do to promote and competitively position your business for increased market share. 

Image: Christine Zenino, "a beach with a view...Cefalu, Sicily", via Flickr Creative Commons Attribution

There are a number of reasons you might want to rebrand your company or products:

• Your company brand just never quite caught on - maybe the name is too long or cumbersome to say
• Your brand has become obsolete, stale and dated
• Your company looks like every other company in your field
• You have experienced a crisis or your brand is damaged by a lawsuit
• Or you are just looking for a fresh start

There may be other reasons to readjust your business, but do consider that this is a huge decision and one that should not be taken lightly. There are advantages and disadvantages to rebranding, and every aspect should be taken into consideration before you take the plunge.

Find a Trusted Partner that will walk you through a rebranding exercise. Make sure they have successfully taken a client through the rebranding process and that understand the consequences of any rebranding decisions on your business.

Take into account any Brand Equity you currently may or may not have. If your company has little to no name recognition then your decision is made that much easier. If your company does have some brand equity, you should carefully consider the impact to your business. Ask yourself, will I lose any business? Or how much more new business will I gain because of a rebrand?

Do I have A Budget for this? Consider that when you rebrand your company there are legal considerations, your Website will need to change, as well your business cards, stationary, marketing and anything else that is branded with your company name. All of this takes money - either directly or indirectly. Are you able to make this financial investment?

How will Others React to your rebranding? Business is a very public venture. You don't go into business to be a very well kept secret, but rather you go into business to put yourself out there and work to become a success. How will your customers, employees, vendors and yes even your competitors react? Or will they even care?

Give them something to Talk About. Rebranding is an opportunity to talk to your target audiences again. As a business owner, you should look for any opportunity to stay in front of your clients. Rebranding is a refresh of all your communication and messages. If you haven't provided something new and different in a while, this is an opportunity to do just that.

It's Gut Check time. What does your inner business voice tell you? If you feel positive about your decision to rebrand then you may be making the right move. Should you keep coming up with questions and objections, then you may wish to rethink this move. This is when a trusted rebranding specialist will be of most value to you.

You have heard this saying, "Don't try this at home." This goes double for changing your company or product name. And it's more than just changing the name. It's repositioning just about every aspect of your business. Yet if the timing is right, the conditions are optimum and your customers are receptive, the rewards to resetting what is not working for your business can be worth it.

Image: Roger Alcantara, "Pacman", via Flickr Creative Commons Attribution.

My favorite thing (so far) is how targeted your messages can be. When you create a post you can either post it for all to see, select certain people, or by distribute to a Circle of people based on certain characteristics. As a marketer, I think this is brilliant and could very well create some major hoopla for social savvy businesses.

Since Google+ Business Pages are still in the works, let's go ahead and use me as an example of how targeted your posts can be.

My friends look to me to share cool music. Typically when I share a song, I'll post it on Facebook where lots of people see it. I'm getting the song out there, hoping someone will listen to it and ultimately engage with me. Most of the time I get a few likes or a couple of comments, but in terms of my overall Facebook network (580 friends), we're talking about less than 1% engagement! That's not a great return.

On Google+ I can select exactly who I want to share my new favorite song with. Just like with any marketing activity:

• I know what my product is (the song I'm sharing)
• I've selected and researched my target market (my friends and their music tastes)
• I know how and where I'm going to distribute (using Google+)
• I can measure the "campaign's" success (number of comments, re-shares and +1's)

With a few clicks, I've shared my song with a group of people who really care about the genre or the artist. I receive meaningful responses. Discussions start. Feedback is given. And most importantly, the song is shared. What more could you possibly ask for as a marketer?

It's an exciting time to be involved in social media. New platforms are only going to create a richer and more dynamic landscape. With Google+ we are starting to see the beginning of a targeted social world and that's very good news for all of us.

Don't forget that social media isn't just about one tool ruling them all. It's about using these tools effectively to share stories with your audience, wherever they may be.

How are you trying to target your social media efforts? Let us know. 

Image: Kirill_M, "Bretonnian Pesant Bowmen", via Flickr Creative Commons Attribution.

The executive certainly has the vision and direction, but it’s the people around him/her that makes the difference between building a good organization, a successful one, or a truly outstanding and outperforming company that stands the test of time.

The manner in which the business owner builds the team is key and the skills set, talents and contributions his team members bring to the table makes the ultimate difference.

Diversity is the First Key

Building a team that’s homogeneous – e.g. all male, all Anglo-Saxon, all Ivy League, all older – while it reflects a company profile of the past, may not be the most effective in today’s global economy that is technology driven and constantly changing. Look for diversity in thought, in backgrounds, in ages, in attitudes and yes even in race. The ultimate winner will be your customers or clients which will benefit from the diversity of ideas that come to bear for their business.

Fear Not the Contrarian

The worst thing an executive can do is surround themselves with what used to be called “Yes men” – these individuals never disagree with the executive, they never offer differing opinions and if the executive changes his mind, they offer no resistance. I pride myself in playing the counselor role for our chief executive. I let him see the many sides of an issue or project. He has the final decision, yet it’s my responsibility to make him aware of potential outcomes. We do not always agree – and that is a good thing for our clients. Don’t be afraid to hire a contrarian. In the end your business will benefit from the exchange of ideas.

How About a Dose of Estrogen?

Your business needs the female perspective! Period. It’s a fact that in the US, women are now the majority and make up about 52% of the population - that trend is only going to increase. What that means is, like it or not, commerce, products, enterprise and the economy is going to be more female-oriented. The “good ole-boy” model of doing business is becoming obsolete. Women bring a particular point-of-view that is insightful, intuitive and will bring you new business and customers. I always lobby to bring in a female team member, especially when the organization is male-heavy. Your business benefits from having the female touch on your team.

Once you have your team members in place, stand back and let them be who they are. Some executives expect their team members to “be like me” or worse “be exactly like me.” That’s not why you hired them. Let your team’s talents come to out to play. Once you see what each can give - that is when you organize and set a strategic role for each member to play. When it happens naturally, you will see that each team member will be fulfilled and give you their all. Get to know each one and let them know each other. If it is a power team, you will see that their primary and only objective becomes the success of your company or organization.

GO Team!

Image: Michael Cardus, "Team Building Rochester, NY - SImon School MBA (25)", via Flickr Creative Commons Attribution

The constant need for new and loyal customers along with this challenging economy is prodding company executives to try new tactics in reaching out to their customers and giving them the best client experience possible.

Technology is moving fast, gadgets are getting smarter and business can seem a little impersonal at times. That’s why it’s vitally important to stay grounded and always keep in mind that ultimately it’s our customers or clients that will make our business successful.

Listen!

Many times it’s your clients that can have some of the best ideas for your business. Ask them questions about how you can do your job better and don’t forget to ask about any weak points in your organization. How else will you improve?

Build Loyal Customers

Remember how special you felt when the restaurant manager came over to see how your food was and to make sure you were having a good time? Now imagine if your CEO made a personal phone call to your clients just to check-in and to see how your company can be of further assistance. It would probably make their day.

Clients Are People Too

Yes I know it’s a major surprise, but clients do have feelings and emotions. Get to know who they are as a person. When was the last time you took your client out to lunch, not for business, but rather to show your appreciation? Or when was the last time you sent them a birthday card? Ask yourself this question, "How well do I know my client as a person?"

Let Customers Refer Business Your Way

Your clients are business people also and they just may be able to help you make that important connection. Allowing them to send referrals your way makes them feel personally invested in your business. This further solidifies a client relationship.

Thank YOU!

Some say that this is a dying art. I know it’s difficult for some people to say Thank You. So if it’s difficult for you, appoint someone as Courtesy Officer, whose job it is to make sure clients feel appreciated and valued. It doesn’t matter who does this, as long as it’s someone that is sincere and truly reflects the positive aspect of your organization.

You don’t have to spend huge sums of money or buy extravagant gifts to demonstrate to your clients that you value your professional relationship. Many times it's the little gestures that go a long way. There is a reason why some clients never leave their agency or service provider. That business has not only done a good job, but has also spent a lot of good will capital in building a solid client relationship. This is a good business practice we can all keep striving to improve each and every day.

And Thank You for reading my Blog post!  

Image: Thomas R. Stegelmann, "Love, Midtown, New York City, NY", via Flickr Creative Commons Attribution

Anyone involved in sales will tell you that the chances of rejection are always high - nobody wants to be told no. The prospective client doesn't want to say it - perhaps out of fear of appearing rude - and the new biz person simply doesn't want to hear it.

But wouldn't be refreshing if the person on the end of the phone would simply state: "You know I like you, I appreciate what your company brings to the table, but I'm really not interested in doing business with you, now or forever!"

Alright that last part might be a little extreme, but you get the idea. So, unfortunately for the new biz pro, this is a typical sales log when courting that new prospect:

• 4/5 - Left message with Mary; follow-up in two days
• 4/7 - Left message again; follow-up in three days
• 4/9 - Received call from Mary; she said she is reviewing our proposal (Yay, progress!)
• 4/11 - I called and left message with Mary
• 4/14 - I called and left message again (I hate my life!)
• 4/17 - I called and left message again
• 4/23 - I finally got a hold of Mary; she said that she has reviewed our proposal and is considering it (Cool, this might be it!)
• 4/26 - Called and left message
• 4/30 - Called and left message
• 5/3 - I spoke to Mary and she is still thinking about our proposal; she is not certain when she will make a decision (very sad now..:(

And on and on and on it goes. This sales dance can go on for months. Prospecting for new business is like dating. You find someone you like (do business with). You ask them out for a date (first business meeting). You decide to date (they sign your proposal).

However some courtships take much longer than others. That is unless the new biz person takes the initiative and puts an assertive end to this endless chain of back-and-forth.

This is our approach at TheEyeWorks. After so much communication with a prospect, or worse, when a prospect goes into hiding, we send them our "We haven't heard from you in while" email. It's a humorous attempt at getting the prospect to make a decision so that we can go on with our professional lives - and it gives them a way out.

So to the prospect: We are all professionals. Just as you wish to be treated with courtesy and respect, please treat the new business professional in the same manner. It's alright to say no, if the answer is no. State it firmly and with resolve, but with empathy and respect. This will allow the sales person to move on to other prospects.

To the new biz pro: We are all professionals. Don't forget that you also fall into this category. Don't be afraid of the word "No". No, is liberating and gives you the freedom to move onto other prospects that will find value in what you are proposing. Not to worry, you will find that next date. There is a world of business out there - Go out and get it!

Image: Horia Varlan, "The word no made from jigsaw puzzle pieces", via Flickr Creative Commons Attribution.

On Fridays I frequent different taco stands around Dallas and I use a few blogs along with Twitter (in particular @ramircamu and @brandonavance) to find my next destination.

As I was searching through a popular blog, I went through the comments section to see what people had to say about a particular taco stand. Most of the reviews were positive, but a few spoke about some very negative experiences with the way they were treated by some staff.

Interestingly enough, the first person to reply to these negative comments was the owner of the stand. It was great to see him quickly respond to the negative posts, attempt to the resolve the issue and move the conversation away from the blog.

I thought this was a great example of how setting up a listening station and researching where your customers are likely to speak about you can pay off and help maintain or improve your customer retention. By responding quickly the business owner avoided further escalation of what could've turned into a bad situation.

If you haven't set up a listening station for your online activity, it's time to get started. If you need any help setting one up, let us know. We'd be happy to help you out.

Remember: just like every house needs a fire extinguisher, every business needs an online listening station. Your listening station could be what prevents a small fire from becoming uncontrollable.

Image: vvvracer, "Things Getting Hot?", via Flickr Creative Commons Attribution

At TheEyeWorks, we’ve used a wide range of systems for managing websites like Drupal, ExpressionEngine, Wordpress and others.

The point of this post isn’t to sway you towards one specific platform or another, but to encourage you to use one, period. If your current website is rarely or never updated, there’s a good chance it is because of one or more of the following:

1. It’s more complicated to update than it should be
2. It scares you to even think about touching it
3. You’re too busy to work on it

I’m not going to go into a bunch of technical terms, here, but keep these things in mind:

It Doesn’t Have to be Complicated

If you have to go through more than 2-3 steps to create a page or blog post on your website, chances are good that you need a better system in place. The selling point for a CMS is that it should ALWAYS make it easier on you to manage your website.

Don’t Be Afraid

If you’ve ever filled out a form on a website, then you’ve dipped your toe in the CMS water already. At the most basic level, that’s all you have to do, just fill out a form and hit a button. If your agency, designer or developer set it up properly, there’s absolutely nothing to be scared of.

Take the Time to Stay Current

If your website doesn’t stay up-to-date, then you are missing out on opportunities for new business and resources to improve your internal processes. If you don’t have the time, find someone that does. Whether it is another employee or an agency dedicated to helping you, don’t let your website grow stale and use it to it’s fullest potential.

Without a solid CMS in place, you are missing out on all of the awesome things your website is capable of.

Which content management system is your company website using? If you have specific questions about what CMS’s we use at TheEyeWorks or how we can help you, just let us know.

Many people are not aware that PR as a discernible field of practice has been around since the 1920's, if not earlier. And just as fast as business, technology and people evolved, so to did PR.

So when a little upstart called Social Media came along, it was hailed as faster, more personal (smaller) and smarter than the traditional practice of PR. And in some ways it is.

But people forget that PR is a proven entity and has withstood the test of time. Social Media, while proving itself on the global scene - the Egyptian uprisings come to mind - it's still a fumbling infant by comparison.

While PR is inherently social, Social Media has made the practice of Public Relations "more social" and put it into the hands of just about anybody - which is a good thing. The social networks have amplified and enhanced all things PR.

Get your new and improved PR by adding these "social" enhancers:

Now more than ever take advantage of video.

Add video to press releases, to Websites, to articles and to just about any tactic within PR. Use YouTube to help you spread the message. If your video is creative enough, who knows it just might make it into the viral hall of fame.

Use Twitter to get your corporate messages, product reviews, news announcements, special deals out to your customers and business influencers.

But make sure someone with experience is delivering these "social" messages. Let your followers help you deliver the good news.

It cannot be understated that Facebook is a social network powerhouse.

Use Facebook to tell your story, your way. Let your friends help you spread the word, help you bring in more friends and talk about what is most important to you.

Have photos, will share.

Share images of client special events, corporate charity activity, product launches, and just about any PR activity on Flickr. Use these photos to help tell the story and get the exposure that will make your PR more effective.

Make all your PR work more actionable and social by using a combination of these and other social networks.

Let the influencers you are trying to reach do something with the messages and information you are sharing.

No, Social Media is not the PR "killa" that some had hoped for. Instead, Social Media supplements and enhances Public Relations, and ultimately gives it more reach and more influence. So in the end, Social Media has made PR faster, more personal and smarter.

Image: David Spinks, "IMG_6433", Via Flickr Creative Commons Attribution.

This epic battle for the title played out like a script right out of Hollywood, where an underdog comes from behind against all odds facing a seemingly unstoppable opponent to redeem themselves of an earlier humiliation.

As a business owner I always like to observe current events and stories of success to see what principles and lessons I can take away and apply to my own life and my business. Here's are 3 lessons we can learn from the Mavericks' victory over the Miami Heat.

Individual Talent Is Good, but Teams are Better

Last night as I was going over my Twitter timeline I came across a congratulatory tweet that Steve Case sent Mark Cuban, the owner of the Mavericks and well know Dallas billionaire. This is what it said:

"Congrats to @mcuban on winning #NBA championship. Stars matter. But teams matter more. #mavericks"

We tend to become starstruck when we see individuals with awesome talent, such as Wade or LeBron, but we forget that it takes a solid team to build something great. Individual talent will only take you so far. Without a group of people that can work together, that complement each other and have each other's backs when one is faltering, we will fall short. This was clearly evident during game 6 when Dirk was off his game, he could not make a shot, but the rest of the team swooped in and took over the game while Dirk got his shot back.

Bill Gates didn't build Microsoft alone, Armstrong didn't get to the moon on his own and Dirk didn't win the championship by himself.

Consistency Is the Name of the Game

A lot of times we hear stories of people achieving "overnight success" only to realize that it really wasn't overnight. We don't see the free throw practices day in and day out, the never ending drills, jump shots and grueling gym sessions. We all want to succeed, all want to hold that trophy high and celebrate, but are we willing to put in the time and effort it takes to win?

Not only does it take consistency, but also a sort of stubbornness and resolve that will make you get up and try again and again and again, even when the critics are saying your past your prime, you're not athletic enough, smart enough, fast enough, tall enough, rich enough, etc.

Beware of Becoming Overconfident

When we find ourselves in a position of success or of strength, it is easy to let down our guard and become complacent. We disregard our opponents because we feel invincible or forget to keep innovating and practicing our fundamentals, what got you there in the first place.

The Miami Heat began celebrating early on believing they had the key to win the championship, they had the big three, LeBron, Wade and Bosh and thought it would be a cinch to clinch the title with such awesome talent in the team.

Blockbuster suffered the same fate. They believed they owned the consumer video rental industry and no one could catch up. They dismissed Netflix and forgot to innovate.

We are most vulnerable when we are on the top.

So remember, a great team that executes consistently without easily giving up or becoming overconfident in the midst of success, can achieve great things.

What lessons did you learn from the Mavs win?

Image: SneakerFiles

Unfortunately, technology has also made the average social media user lazy, especially on Twitter. Just like the remote control created lazy channel surfers, some of these tools are creating social media couch potatoes. What I'm referring to specifically is the automated direct message.

These messages are a great way to get unfollowed because there is absolutely nothing social about them.

Direct messages should be the most personal way to communicate with someone on Twitter because it can lead to fostering the relationship on a one-on-one level rather than on one-to-many.

Don't just thank your followers and send them to your blog or Facebook page because you're looking to meet an ad revenue goal or get more Likes. That isn't providing any value.

If you want to thank your new followers, don't be a robot, be a human and send a customized message. Think about it this way, would you ever send an automated "Thanks for friend requesting me" message on Facebook? Didn't think so.

So check out their Tweets, see what you have in common or how you can help them out. Would you rather get a real response in a few days or an instantaneous, unpersonalized, automatically generated message?

Twitter may be about speed, but it should be social, not automated.

Is your company sending automated DMs? Have you been able to engage more or less than before? What are some other lazy social media habits you've seen or picked up? Let us know in the comments and let's get a friendly debate going.

Image: Banalities, "Couch Potato", via Flickr Creative Commons Attribution

I have to admit curiosity gets the better of me, so I set out to research their agency of record to try and determine what exactly they have accomplished for their client.  

Many times all I find is an old press release, an old brochure, or a very dated article - nothing current, or news worthy.

It's great that agencies and their clients can build solid partnerships - we do it all the time.

But at some point, as the business owner or manager responsible for the agency's performance, you should take some time to ask your PR or marketing agency - "WHAT have you done for me lately?"

Remember the reasons you hired them in the first place: to help you bring clarity to your business messages, to help you gain exposure against your competitors, to help you raise awareness in the community or press, and ultimately to help you generate sales and increase revenues.

Let's assume you have a strong working relationship with your agency. Yet consider these questions and benchmarks when rating your agency's performance.

When was the last time your agency came to you with a solid, creative idea that gave you that edge in the marketplace?

That idea made you feel that "wow" emotion all over again. An agency/client relationship is like a marriage, if the spark is gone and you're not feeling that magic anymore - it may mean that your agency has become too comfortable and complacent in their relationship with your business.

It's about the numbers

If you have worked with your agency for a number of years - this is plenty of time for you to make time to do some serious metrics and measurements. Yes, PR can be measured. Have your sales and lead generation increased year after year because of the exposure your PR agency has provided your company? Have new and unique visits (hits) to your Website increased? How about increased dramatically? Is the press calling you and do they know who you are or your business?

Conversely, it's not just about the ink (media coverage), yet it is 

When was the last time your company received meaningful media coverage or an interview that gave your company a much needed jump start? That last article that your agency wrote, did it get placed in a strategic publication for your business, and were your sales people able to use that article to bring in fresh leads? 

Are you getting good feedback from others on your agency's results?

When your CEO, co-workers, clients and even competitors tell you: "Hey I saw that article (or news story) on your company, great job." That is one measurement that is invaluable and speaks volumes about the effectiveness of your agency. Conversely if you get comments like: "Oh, we have a PR agency? What do they do?", that means your agency is not performing for your business.

Review time!

Your PR agency should be like your extended work family. First, you should enjoy working with them, especially if your'e going to work with them almost every day. And second, just like your employees, they should receive a serious review at least once a year - more if they are falling behind. During this review, keep all your options open, ask some tough questions and compare their answers with hard data. If they make the grade, this is great for your business - but if they continually fail, it may be time to take a very hard look at another agency that may offer new and creative solutions for your business.

I do admire businesses that have strong allegiances with their agency. Yet, as the person responsible for overseeing your agency's performance, it's important to continually monitor and grade your agency, keep them accountable and ask the hard questions. You are doing your business a disservice if you put your PR agency on auto-pilot and expect results - it's not fair to your business or the agency.

So at the next team meeting with your PR or marketing agency, ask them this question: "What have you done for my business lately?" And then simply listen.  

Image: Dulnan, "newspaper vs. iPhone", via Flickr Creative Commons Attribution

What should you focus on? Your primary focus should be on the social aspect. Anyone can bark about their offers and discounts, but to generate interest in your products and services people want to know you care about what they think and what they're doing. Be a person. Act like a person. You are not an autonomous robot that says the same programmed and scripted thing over and over about your products and services offline, are you? If you wouldn't treat your spouse, children, family and other friends like that then, why on earth, do you think it will work on the web?

Here's a real life example that may seem unrelated, but is applicable to my main topic here:

Baseball and Lego Star Wars

One thing I absolutely love doing is coaching my son's baseball team. I love watching him and his teammates grow, play and have a blast in this sport we love so much. The most important thing I've learned when you are teaching children how to play baseball is that it's not all about baseball. One example is a boy we have that had never hit off of a pitching machine before. He was terrified. He kept striking out because he was nervous and uptight and was extremely hard on himself about it. After our second game, I asked his parents what he likes to do or talk about outside of baseball. They gave me a topic that my son also loves: Lego Star Wars. So I had a talk with our struggling hitter before he was about to go hit: "So I hear you like Lego Star Wars." You should have seen the grin on his face and his body language. His entire body relaxed as we talked about Yoda, Luke Skywalker and Chewbacca. Before, he didn't listen to my instruction as much because he had a certain way he wanted to do it. Now, he listens and follows through because he trusts me and knows I can help him. (Outside of my son, he is now one of our most consistent hitters and is now hitting to center field.)

Back to Social Media

THAT is what social media should be to you. You should be developing relationships with people to help them where they are. Making money will come, but if you don't build relationships with people like a normal human should, you'll just be striking out time after time. You will get frustrated and move on to the next big media channel hoping it will magically change things for you.

Focus on the social part and build trust just by listening and conversing with people. Be patient. They'll call on you because they now know and trust you.

Image: Rob Young, "LEGO Star Wars Episode I - A New Hope", via Flickr Creative Commons Attribution

During the morning the team was having a pow-wow on new logo design options for a client, and as always my input was not only welcome, but expected. Ramir is in Colombia, so it was just Eli, Eric (Uno) and myself. I did not feel like I gave any spectacular input, but I spoke my mind, and afterwards Eli thanked me for my input and told me that I added some valuable insight. Hearing that from someone who has been in the industry for so long like Eli meant a lot to me.

In the afternoon, the team was set to go to a B2B Expo at the Garland Chamber of Commerce. Eli was very busy and stayed behind, sending Eric and I on the mission of returning with business cards from potential clients.

We did some preparatory research on site to make sure we made best use of the time we had at the expo, and spoke with around 11 companies present. We came back with 3 solid prospects and a number of other contacts that would prove useful in the future as well.

This was the first time I had gone out of the office for work, so it was a fun experience in general. On top of that, Eli made a point to tell Eric and I what a good job we had done before we left, and even made a Twitter post about it! I come to work excited to see what I can learn about the industry, but more importantly what I can learn about myself in the process. Thank you to my team for all of the wonderful encouragement and support!

Image: Garland Chamber of Commerce via Facebook

Here are four reasons to get your company blog off the ground:

1. Provide Great Information

We oftentimes refer prospects and clients to our blog because it gives them great information about all the services we offer. It also shows off some of our personality. There is nothing wrong with blogging about your company every once in a while, just make sure you focus the majority of your posts on relevant issues and hot trends in your industry. Blogging isn't about selling, it's about providing insight.

2. Fresh Content

Search engines rule. You can keep them happy by providing keyword rich and constantly changing content. Incorporating keywords into your blog posts will help boost your site in the search engines.

3. Start Conversations

The comments section in many blogs is home to some great information. Why? Because the blogger may have missed something or someone offers the other side of the story. Moderating comments can be scary, but that's a topic for another day.

4. Increase Traffic to Your Site

Your website should be acting as your number one sales person. So every time you refer someone to your blog, whether it's in an email, on Twitter or Facebook, it's like sending them to one of your sales people. Blogging sets up the introduction and your website should be the one closing the deal.

Businesses want to do partner with companies that know their stuff. What better way than showing what your company is made of than with a blog?

So, how long has your company been blogging? How did you delegate the responsibility? Let us know. Let's get a conversation going!

Image: Juan Pablo Olmo, "Personalizando WordPress 1.5", via Flickr Creative Commons Attribution

Since I started my internship at TheEyeWorks, I have been researching potential clients, speaking and networking opportunities for Ramir and Eli, as well as sitting in on brainstorming meetings, helping with multiple aspects of the AcquaEssentials website (picture selection for the blog, banner ads), and assisting in any way I can around the rockin’ office.

What has been most interesting in my time here so far has been the amount of involvement expected of me. I am viewed as a member of the team, regardless of age, experience, or time at the agency. Ramir constantly reminds me to chime in whenever I have something to say, and Eli asks for my input in creative sessions and when fleshing out ideas for a proposal. Eric is who I report to directly, which is sort of fun considering we were classmates at SMU and brothers in Delta Sigma Pi. I already feel like a trusted teammate, and look forward to every day of work to learn more about TheEyeWorks and working in a marketing agency.

Stay tuned!

Victoria

Follow me on Twitter @victoriakean

Image: mpclemens, "Don't do a NaNo without them", via Flickr Creative Commons Attribution

Victoria is about to graduate from SMU in two weeks, so make sure you congratulate her on Twitter! She will be graduating with a BBA in Marketing and Minors in Chinese and German. She will be singing the Alma Mater at the Cox School of Business Commencement Ceremony on May 14.

During her senior year she was President of the Beta Phi Chapter of Delta Sigma Pi, the largest business fraternity in the nation. In addition to this she sang baritone and managed The Hummin' Birds, a barbershop quartet. She's also hugged a panda, how cool is that?

Victoria will be blogging once a week about what she has been working on, some lessons learned and some insight, so stay tuned.

At that age we tend to feel invincible, full of unlimited energy and world-changing ideas. We think we know it all and are ready to teach everyone how things are done. With time we begin to realize that things aren't always as easy as we thought they would be. We start running into walls, office politics, incompetent co-workers or managers, broken systems and our boundless energy starts to wane and begins to give way to conformity which then leads to mediocrity and frustration.

I decided to share with them, and now with you, 3 simple but powerful ideas I have embraced that I believe are key to the success of any venture in life and that will keep from from stagnation.

Ideas are Worthless... Without Action

When we look at the great stories of success and people that have transformed their industries, companies, organizations, schools, etc., the unifying factor is that they executed on their ideas. They moved forward. It isn't a matter of socioeconomic level, education, access to capital or family name.

Thomas Edison, one of the most prolific inventors in history correctly stated, "Genius is 1% inspiration, 99% perspiration". The idea is only worth something once you build it. Once you write that book, or implement the new accounting system or when you launch that new website.

Don't stop on the idea, get to work.

Don't Fall Victim to Fear

One of the main reasons we fail to execute on our ideas, why we don't challenge the status quo and why we don't move forward is fear. We fear failure, making a fool of ourselves, not having enough money, speaking in public, we fear the unknown.

We believe that we don't have what it takes to get things done and our big, scary idea looks too daunting.

A great way to overcome the fear of diving into that BIG idea, is to make smaller, tiny decisions.

Break your idea apart and commit to smaller goals that will get you closer each day. You don't have to leave your job just this second, but you could start by talking to someone who has already done what you're wanting to accomplish. Begin by doing some research, reading that book, do a trial run, you get the picture.

The issue is to do something and not to let fear stop you from taking that next step that will get you closer to achieving your goals.

Be a Problem Solver

People, organizations, companies love someone who can help them solve a problem. Businesses come to us because they want someone who can help them tell their story more effectively and deliver their message to the right people. We solve their communication problems. As a business or an individual, you will always be in high demand if you can solve problems better than your competition. This will make you indispensable to your customers, to your boss and to your organization.

To sum it up, go out there and don't be afraid to solve problems by executing on your ideas.

Image: Will Chrimshaw, "Ideas, Problems, Solutions", via Flickr Creative Commons Attribution

I soon became incensed and quickly removed the post from my profile. I then spent the next 15 minutes doing damage control, making sure that I hadn't posted that link on other people's walls, (more importantly TheEyeWorks).

In order to help you avoid this, or something a lot worse, I've created a quick list to keep your Facebook profile (and more importantly all the information it contains) safe.

1. Be wary of who friends you

I started using Facebook in college and would add "friends" after I had met them in class, campus or parties. Lately, I've been getting some strange Friend Requests from people I've never spoken to, online or off. I usually ignore them and think you should do the same.

Those of us on Twitter are more likely to start following random people because we don't share nearly the same amount of personal information in comparison to Facebook. Some people really put their entire lives on Facebook. It's a bit easier to keep some sense of privacy behind Twitter's 140 character curtain.

2. Jimmy doesn't write like this!

You know your friends and family and more importantly you know how grammatically correct they are (or aren't) when they send messages online. If Jimmy doesn't usually use punctuation on his messages, then there is no reason why he'd send a message with perfect syntax and a link to a gorilla attacking a zoo keeper.

3. Hmm… looks like a lot of people are sharing this

Sure, you are bound to see more than one friend sharing the same content on Facebook. However, similarly to the trap I fell into, it maybe a worm or something worse! Do a Google search for the title of the video. If the virus/hack/worm has "gone viral" you'll probably find an article about it. A quick search can do wonders.

Hopefully this list helps keep safe you as you surf Facebook while you're at work… I mean, at home.

Have something to add to the list? Feel free to let leave it in the comments or send us a message on Facebook or Twitter. Also, what are some of your favorite Facebook worms/viruses/hacks?

Image: Justin Marty, "BSOD Stop c218" via Flickr Creative Commons Attribution

Does your Website say: Out of business?

Unfortunately there are plenty of Websites that have a severely dated look, broken links, little to no functionality, horrible use of imagery (photos), content that doesn't make much sense and has no purpose. Even worse, some of these sites look more like PowerPoint presentations than fully-functioning Websites.

Take a closer look at your site. What is your Website saying to your customers and prospects?

Is it that the business owner doesn't care about their Website? Maybe. Is it that they don't know that their site is really that bad? Maybe. Is it that they don't know how to update or upgrade their site? Maybe all of the above.

By now most serious business owners should know that their Website is a reflection on them and their company. Both customers and prospects will make certain assumptions about how you do business based on your online presence.

In fact, what is one of the first things a prospect will do when considering doing business with you? They will go to your Website to find out more about you and your company.

We can tell business owners that they most assuredly are missing out on business opportunities by having a dated and under-performing Website until we are blue in the face.

But it really is up to them to decide that they need to put more focus, emphasis and energy to having the best Website for their business.

So take a good look at your company site again. Is it telling your prospects that you're serious about business or seriously going out of business? 

Image: AR McLin, "WeQuit" via Flickr Creative Commons Attribution

It's quite simple. THE OLD FASHIONED WAY.

Barring the top two most Liked pages (that's a blog for another day), these brands have relied on print, TV and radio advertising, public relations, word-of-mouth and direct mail to help promote and brand their products or services. They've also been keen on developing product innovations, in-store displays, guerilla marketing, and, in more recent times, web-based marketing efforts to take their brands to the next level or to reaffirm their dominance.

All of those efforts, not to mention the constant reminders to "Like Us on Facebook", are what got them all of those Likes. Of course, being around for a long time helps a lot too.

So you're a small to mid-size business with a Facebook page with only a few Likes. Is it time to give up hope? No. Have your efforts been a waste of time. No. You just have to view your Facebook page as a small, yet important part of your entire marketing arsenal.

Lots and lots of people are on Facebook. If they happen to land on your page, make sure you provide relevant information on what makes your company different. Show a willingness to interact with those who post on your wall and show a more personal side of your business.

It is not likely that you are going to become an overnight sensation because you have a Facebook page. Although your marketing budget may become more digital in years to come, you can't ignore the value of traditional marketing.

Is your business on its way to cracking the top 50 most liked Facebook pages? What are some of your favorite Facebook pages? Feel free to let us know.

And now for a quick plug. After a two month hiatus, inSight, our monthly newsletter, is back! inSight is great way to view some of our most popular blog posts from each month and keep tabs on what is going on at the agency.

While winning TV or any press coverage may seem to be positive for your company or brand, it's obviously not a good thing if the coverage is negative.

And be assured your customers are watching.

Public Relations is a very effective tool in helping you protect and build your brand because it allows you to tell your story, your way - no filters, no misquotes and no mistakes. PR uses a variety of mediums to tell your story, whether its broadcast, print and now the emerging social media and networking sites.

Protect your brand using smart PR tactics:

• Constantly survey how your brand is being communicated and perceived by your strategic audiences - customers, employees, the press and even competitors
• In this age of social media, do a periodic and real-time analysis of your brand using Twitter, Facebook, LinkedIn and other online venues
• Compare what others are saying about your brand to your internal branding messages - if they are the same, your PR efforts are working; if there is a disconnect between the two, then something is wrong and major adjustments need to be made
• Manage the press - should a reporter ask for an interview or for your company to be a part of their story, remember that YOU are in charge - not the journalist. Ask them beforehand (politely) what the scope or focus of the story is, only then can you determine if you want your brand to be associated with this story
• Repeat, repeat and repeat again the messages associated with your brand; Remember it's your story, you tell it the way you want to tell it
• And continually send your brand's messages to your audiences, whether via an e-newsletter, periodic announcements or press releases

These are but some PR guidelines you can use to take control of and protect your brand. Not all news coverage is positive, so don't get involved in a story that will go negative. Use today's ever changing technology to survey and track your brands reputation. If it's positive, you are doing the right thing; if its negative to non-existent, then you need to make adjustments to your PR efforts.

And always keep in mind that you are in control of your messaging, don't let others tell your story, step up and tell your brand's story, your way.

Image: Guilherme Tavares, "Brands", Via Flickr Creative Commons Attribution

You've probably read that "going mobile" is a mantra for companies in 2011. This brings huge opportunities, but your company's initiatives may be left behind without some adjustments:

1. Make the content easy to view

Your website or newsletter may look great on a monitor or a laptop, but it may be difficult to read on a cell phone. Do a little intelligence gathering from your customers and employees. If they have trouble viewing your website on their phone, create a mobile version of it. Your prospect may researching your company while on their phone. Your goal should be to make all of the great content on your site easy to view no matter the platform.

2. Easy navigation

Make sure the user has easy access to the content you're providing. Make navigation menus easy to find and easy to use. There is nothing more frustrating than having to zoom in and out to be able to access content.

3. Kill the Flash

Although the amount of Android users recently surpassed those who own an iPhone, you can't ignore that there is a significant number of people who can't view Flash on their mobile device (currently, a little over half of Android devices can run Flash). Although the user may curse their device upon visiting your site, you can alleviate their pain by providing a Flash-free site. It's a win-win: you get to share your content to anyone on any platform and the user gets to view your site no matter which device they are using.

When you think about it, going mobile isn't painstakingly difficult. It just takes some simple retooling to provide the end user the content they are looking for.

Of course, going mobile also brings up the debate of whether we'll soon be in a browser free world and simply use apps for everything web-related. But that's a discussion for another blog.

Is your company going mobile? What are some of your favorite mobile-friendly sites? Here are some of ours:

• Reuters
• Amazon
• ESPN

Image: Robert Scoble, "iPhone 4.0", Via Flickr Creative Commons Attribution

So you rush to your laptop and start writing the breaking news.

But, STOP!

A big part of any PR strategy is knowing when to release an announcement or breaking story.

You and your client may have your own schedule, but don't forget that editors, journalists and producers have their own schedules also. The timing of your announcement will certainly be the difference between your announcement landing your CEO an interview on the local news or explaining to your client that their story wasn't important enough.

To get the maximum in exposure for your announcement, make the timing of your news a part of your strategy:

• Forecast down the calendar, down two, three or six months - obviously don't announce around a major event such as the Super Bowl or a major holiday, like say Christmas. Your announcement will simply get lost.
• Announce early in the week, a Monday or Tuesday - journalists and editors are looking for story angles during these days.
• Release your news earlier in the month - depending on the media outlet, same scenario.
• Have you noticed that public companies, which must announce their financials, will announce a poor performance late on a Friday afternoon so as to "bury" the bad news - investors will have the entire weekend to forget about the bad numbers, and they usually do.
• If you are looking for "big bang" out of your news - first consider whether your news deserves a big splash - release your announcement during a slow news cycle like the spring or summer months.
• Want to get in the New York Times, Wall Street Journal or CNN? Give them an exclusive or jump on your story. To make this happen, you should have developed a relationship with them already.
• This may be PR 101, however, never, ever announce news that really doesn't exist. For example, you announce a product that is still in development and doesn't truly exist. You look bad, you make the journalist look bad and you have just lost a valuable contact. Wait until the product or service truly exists.
• Take advantage of new and emerging technologies to help you get your news out into the public arena faster and in real time.

A twist to an old adage, "Timing is everything!", is not exactly true. However, you can score some excellent coverage and exposure of your news item by timing it just right.

Image: Dave Stokes, "Clock", Via Flickr Creative Commons Attribution

We are certain that Japanese government officials and nuclear power facility representatives are trying to do the best they can under these extreme circumstances. However, they have been criticized for the lack of information and the "accuracy" (truthfulness) of the information they give out to the Japanese public, and the world really, about the situation with the nuclear reactors.

We can take away some communication lessons from this horrible crisis in Japan and apply it to any critical situation.

It is vitally important to effectively communicate on three basic levels:

• Timely communication
• Accurate communication
• Empathetic communication

Timely Communication

You cannot ignore the crisis. It's not going to go away. The more you ignore the problem the worse it's going to be and the worse you will look. Whether you need to deliver the bad news to the press, employees, customers, stake holders or the general public, to save some type of credibility, you must get out in front of the emergency and speak the truth.

• Have a plan in place - this will help you communicate faster
• Make a statement as soon as possible
• And communicate often - hour-upon-the-hour or daily - as appropriate
• If you have some time, practice your message with an objective individual
• But do communicate NOW!

Truthful Communication

DO NOT lie! Under any circumstances don't play with the numbers, don't play with the facts and don't think no one will find out. They always find out and the truth always comes out. You will lose all credibility if you give out false or misleading information. The press for example are experts at finding out the truth - that's why they became journalists, to find accurate information and expose falsehoods.

• Have all the facts in place
• Don't state conjecture, projections or guesses - just the facts
• Have experts in whichever field to back you up with more facts
• Have additional materials to give out to those that request it
• Stick to the facts and nothing else

Empathetic Communication

Nothing will turn people against you quicker than if they believe you do not care about them or the situation. During the 2008 financial crisis in the US and the Louisiana oil spill, executives connected to these emergencies came across as detached, uninterested, callous and ultimately as untrustworthy. Whether you are announcing a business closing, a financial crisis or a environmental disaster, you must be able to connect to people and demonstrate that you care.

• Your first statement must be about people and their well being
• Act like you care or hire a spokesperson that can speak with empathy
• State how you plan to make it right or fix the problem
• And your last statement must be about people and your concern for them

Communicate effectively and often during an emergency. Don't let the crisis get in front of you, get in front of it. This demonstrates leadership, integrity and trust. You will be viewed as THE person (executive) that people can rely on and trust in a crisis situation. And this will bode well for you and your business under any circumstance.

Image: English Pen, "Simon Singh Press Conference", Via Flickr Creative Commons Attribution

Unfortunately, there are a few challenges, both for the user and the marketer.

1) Education

People need to be educated on what these codes are and how they work. In other words, who is going to teach Mom and Dad about QR codes?

2) Usage

Most phones don't come with QR readers. This leaves the user to consciously download a QR reader application _before_ they scan the code. Their attention may drift away to a Tweet before they finish downloading the app! This makes the poor QR code an afterthought. Not to mention, there are many QR reader apps to choose from. Which one is best?

3) Content

This is a tough one for marketers. We all know that our attention spans are becoming smaller and smaller. Linking a QR code to a 5 minute video on how your widget is made? That's not going to fly. Linking to a landing page? Please make it mobile friendly. Remember, the user is not checking out the QR code from their desktop

So with these challenges it's easy to see why QR codes haven't caught fire in the US, although they have in Japan where you can find them almost everywhere.

Will QR "make it" in the US or will another alternative come along? If you've used a QR code during a marketing campaign, feel free to share your stories. We'd love to hear from you. 

Image: Clever Cupcakes, "Twestival Montreal Cupcakes", Via Flickr Creative Commons Attribution

When the maker of a popular browser decides to quit supporting a certain version of it, you better believe it’s time for you to do the same. IE6 is ten years old. Ten. Years. Old. Unless you are using a flip phone circa 1999, it’s time to upgrade.

Microsoft is scheduled to release IE9 on Monday. You should get rid of IE6 as soon as you can. Why?

1) IE6 is OLD

If your car, phone, tv and other tech-related possessions are newer than that, why haven’t you updated your browser yet? (If you use the dog years/internet years approximation, IE6 is 42 years old.)

2) IE6 is insecure

IE6 has big security holes and is worth getting rid of for that reason alone. Note: If your IT department ONLY wants people in your company using IE6, they need to be retired as much as your browser does.

3) IE6 is behind the times

The web has moved on to greener pastures, cleaner code and fewer hacks and workarounds. We can now build things that don’t require a Flash plugin to animate or provide additional functionality in fun, new ways. Guess which browser can't support that? You guessed it: IE6.

4) IE6 costs you money

You shouldn’t be paying agencies, designers and developers extra to support something that taxes creativity and the website building process. Fine, you want it to look decent in IE6, but don’t make people jump through hoops to make it look just like modern, up-to-date browsers can (and rather effortlessly). I liken it to retro-fitting a Chevy Chevette with airbags and a navigation system. You just sank a lot of money into a junk car that won't improve it's value.

So what do you say? Put down the old flip phone.

Put away IE6. Let’s look forward, for a change.