LinkedIn: the most underappreciated web tool you aren't using

Last week's installment of WebBeatTV was a three-for-one series discussing how you should be using LinkedIn. The show's host, Pelpina Trip sat down with Mike D. Merrill, president of the Social Media Club of Dallas, to discuss the ways in which a great LinkedIn profile can set you apart from the crowd.

I have to admit, I set up my LinkedIn account as a class requirement, and think of it as more of an afterthought when it comes to maintaining my web presence. But after watching Merrill discuss the site's capabilities, I have a newfound respect for the professional social networking site. And because 86% of recruiters use LinkedIn today, it's more important than ever to have a professional web presence.





Host Pelpina discusses LinkedIn with Mike D. Merrill



Merrill stressed that LinkedIn "isn't just for finding a job. It's also about credibility." He believes the two most under-used, yet most valuable, tools of the site are (1) status updates and (2) search capabilities.

Updating your status frequently, and with relevant and professionl information, keeps you at the top of your connections' lists. And whereas Twitter and Facebook archive all your previous posts and updates, LinkedIn only shows your most recent message. Therefore, it's important to make sure you're LinkedIn updates are professional, interesting, and can potentially remain on your page for an extended period of time.

Merrill suggests posting at least once or twice per day, and to post about a business event you're attending or to share pertinent media links. Also, make sure your updates relate to what you're trying to accomplish on the site (find a job, gain credibility, strengthen business relationships, etc.).

And if you're cringing over the idea of having to log on to multiple sites everyday to update your statuses, fear not! Once you add Twitter to your LinkedIn profile, you can just use the #li  or #in hastags when you tweet, and it will automatically cross-post to LinkedIn. Behold the power of technology!

The search capabilities of LinkedIn can also be a powerful tool for whatever your professional goals may be. Most people opt for the basic, free account, but there are many useful benefits to the monthly paid accounts. For one, whereas with the free account you may only see 100 or so results, the paid accounts get you a much wider access to accounts. Whether or not you should purchase the premium package depends on how you're trying to use the site. If you're recruiting or trying to really expand your brand, the paid account may be the way to go.

With that said, I urge you to do the following things to improve your LinkedIn page:

1. Set up your Twitter account in LinkedIn so you can cross-post your status updates
2. Fill that sucker up! Because your printed resume is often a single-page representation of your abilities, you can use your LinkedIn page to really lay it all out on the table, in detail.
3. Join at least 25 groups to which you relate. Clubs, schools, societies - you name it, it's out there!
4. Connect with at least 20 people. Research says people with 20 or more connections are more than 30% more likely to be sought after for a job than those who have five or fewer connections.

Do these things, and voila! You've just become more desirable. Read LinkedIn's blog on how to improve your LinkedIn page, and go here to see the full, 3-part series of Pelpina and Mike's LinkedIn interview.

Happy Blogging,

Katy Hartwick
@katyhartwick



QR-coding on a Friday night? Yes, please!

Sick at home on a Friday night, I found myself perusing the internet for thought babies to inspire me for my freelance project designing business cards for a client. I always like to browse the interweb for inspiration, and, whilst surfing, I came across this fun site with really neat examples of how to incorporate QR codes in your business card design. To me, this is the future. Or maybe it's the now and I'm just catching up. Who knows?

One gentleman designed his card with a QR code that, when scanned by a QR code app for the iPhone, immediately pulls up his contact information in your iPhone for easy contact saving. What a revelation! If you have an iPhone, give it a try. If you have another type of smartphone, try it out and let me what kind of magical things it does for you.



I got a bit obsessive about when/where/how I could use QR codes in my daily life. Could I paste one on my pet? My car keys? My favorite coffee mug? Wouldn't QR-coding be a nerdtastically romantic way to propose marriage to someone? No? Just me?

Well, after geeking out for a while, I figured out how potentially helpful QR codes might be in the unforseen chance I misplaced my phone. I decided to use a QR code generator to whip up this little gem for my lock screen:

 Cool, no? I realize I might be relying on the kindness of strangers in this instance, but in the chance that they're as giddy for gadgets as I am, this may actually work.

Some FREE apps for scanning QR codes on the iPhone are:

- RedLaser

- Scan

- QR Reader for iPhone

- i-nigma

- Qrafter

Give it a try! It's fun, free, and the possibilities are endless. Show me a mindblowingly awesome way you use QR codes in your daily life, and you'll have my utmost respect. Seriously. Do it.

I hope you're all having a much more thrilling Friday than I! But if you're at home QR-coding things, that's okay too.

Happy blogging,

Why you’d be stupid not to use PR to reach your business goals

In my PR graduate seminar class this past week, we discussed the strategic planning aspect of public relations. Using ConAgra's food fake out as an example of how poor PR planning can produce less-than-desirable results, we discussed how strategic planning is arguably the most important element of PR.

People tend to think of PR as only media relations (I've been guilty of such PR blasphemy myself), but it's important to understand that PR can be an invaluable tool for reaching your business goals.

Earlier this week, I tweeted about this video about PR planning and how PR practitioners are more like "strategic counselors" than press release-writing zombies.

Heather Whaling, president of Geben Communication, discusses how her boutique agency steps in to tell clients, "Here's where you are, here's where you want to be…and here's how you can use communication for those business goals."

Developing a proper strategic plan for your business' communications leads to successful programs that are preventative and proactive, rather than simply reactive.

One of the key ingredients missing from ConAgra's plan for their bait-and-switch marketing ploy was to know your audience. If you want to convince people to buy preservative-laden frozen foods, maybe – just maybe – you shouldn't invite health-conscious food and lifestyle bloggers to be your guinea pigs and, ultimately, your product endorsers.

Those angry bloggers took to their sites to scold ConAgra for their blatant attempts to trick them into liking their products. What ConAgra failed to understand was that most of these bloggers viewed "healthy" and "natural" as the most important factors in the food they ate. Therefore, no matter how delicious their reheated lasagna proved to be, it was still from a box. To me, that would be like a chef hiding meat in a casserole, serving it to a vegetarian and saying, "See! It still tastes good!" How ConAgra didn't see this while planning this elaborate ruse just baffles me.

What other advertising schemes had you saying, "what the hell were they thinking!?"

Happy blogging,

Katy Hartwick

@katyhartwick

When reality gets in the way of reality TV

A trending topic in the blogosphere these past few weeks has been in regard to the Real Housewives of Beverly Hills' crisis management. If you aren't privy to shameless reality TV news, one housewife's husband committed suicide this past month following his pending divorce and public financial mess. This occurred soon before the second season of the show was supposed to premiere, and many PR professionals wondered how the network, Bravo, was going to handle the situation.



In short, Bravo ran the premiere as scheduled, but added in an introductory clip of the cast members gathering to discuss the death of Russell Armstrong, estranged husband of castmate Taylor. The wives talked about how "no one saw it coming" and how badly they felt for Taylor. There were tears and hugs, and then an abrupt message saying, "the following footage occurred months before Armstrong's death." Then, 'reality' resumed. Following the episode, Bravo aired a brief suicide prevention PSA as well.

Writer Tonya Garcia of PRNewser's blog said it best: reality has interfered with the 'Real' Housewives. A lot of viewers found the show, even with the edits and added PSA, hard to swallow. Many critics felt the show should have been canceled all together. Garcia, on behalf of PRNewser, admitted she thought the show came off looking "dismissive of a man's death…and more concerned with capitalizing on the pre-premiere attention."

I admit that I've indulged in the catty babbling of the 'Real Housewives' franchise – hey, we all have our guilty pleasures - but I was very put-off by this. I agree with Garcia; the show completely dropped the ball here. I understand that the old adage states, "the show must go on," but this just left a bad taste in my mouth.

I don't necessarily agree that the show should've been scrapped, but I do feel that by choosing to continue airing episodes, they should have removed the Armstrong storyline in its entirety. In my opinion, they could have acknowledged the tragedy in an off-screen interview with Bravo officials and willing cast participants without adding it into this season's story arc. I feel they should have announced that, out of respect for the Armstrong family, all footage of Russell (and consequently, Taylor) would be excluded from the season. I just don't see how keeping it in the show could come off as anything but capitalistic. Although, as nauseating as it is to admit, I'm certain the ratings for this show will skyrocket if the deterioration of the Armstrong marriage is aired. That's just how our rubber-necking society rolls.

While there were definitely more pressing issues in the news this week, I thought this served as a good example of PR crisis communication gone awry. I'm curious to see how other people my age felt about Bravo's strategy. For anyone who watches (or just has a strong opinion about) the show, how do you think it should have been handled?


Katy
@katyhartwick on Twitter

Crash Course in PR

My introduction to the PR world came a bit late in my time as an undergraduate. I’m guilty of believing the term “Public Relations” to be synonymous with Samantha Jones of Sex and the City. If I thought Advertising, my chosen major, was pretty high up on the BS-meter, then PR was at the very top. It all seemed frivolous and shallow to me.

But once I got a taste of PR in some of my upper-level communications classes, I realized Samantha Jones was a very exaggerated example of one, small piece of the PR pie. After learning a bit more about the history of PR and the different types of PR jobs, I realized that this is where I wanted to be.

Of course, this was during my final year of undergrad, and I’ll-be-damned if I was going to change majors that late in the game. So, when I was accepted into the Mayborn Graduate Program, I decided to devote my studies to the world of Public Relations.

So far, I’ve learned there are many areas of Public Relations I never even considered: media relations, public affairs, marketing communications, B2B relations, donor relations for nonprofits, crisis management, and social media relations – to name a few.

In class, Professor Bufkins told us about the stigma PR practitioners have of being “faux journalists.” When I tell people I’m a journalism major focusing in PR, I definitely get the sideways glances and snide comments, so I enjoyed her clever retort to give these name-callers: Without Public Relations, journalists would have nothing to write about, and without Advertising, they’d have no one to pay for their writing. Ha!

So to wrap this up, I’ll leave saying I no longer believe PR is simply schmoozing and getting your clients’ name in the paper. Good PR is a two-way conversation, and social media has become a huge part of that. My goal for this semester is to learn a little about each segment of the PR family, and, hopefully, I’ll collect more snarky retorts for all the PR-haters out there.

Katy Hartwick

@katyhartwick on Twitter

Flash Mob Experiment: Fist-Pumping in Denton, TX

For a group project in my Strategic Social Media class, we were assigned the task of organizing and executing a flash mob. We were able to choose what, when and where we performed our flash mob. We decided on a Jersey Shore-style fist-pumping flash mob, Wednesday, April 20, 2011 at 7:30 at Lucky Lou's bar in Denton, Texas. For a rainy Wednesday early evening, we had a pretty good turnout!

YouTube Partnerships: Turning Hobby into Full-Time Career

By: Katy Hartwick

Money.  Pink Floyd says it's a gas. Liza claims it makes the world go 'round. Michael Jackson alleged that people lie for it, spy for it, kill for it, die for it. Needless to say, money is a pretty important part of our lives. So can you imagine making six-figures worth of it by uploading videos to YouTube? According to this New York Times article, this seemingly impossible feat is actually a reality for some YouTube stars who have turned hobby into full-time internet career.

YouTube - which has over 100 million views per day - opened the door for much larger audiences for some independent content creators. Over time, these YouTubers are quitting their day jobs in exchange for YouTube sponsorship and advertising revenue.

But exactly how does it all work? One of the biggest road blocks in verifying YouTube salaries is that YouTube users, upon getting accepted into the Partnership Program, are required to sign a confidentiality agreement that prohibits them from divulging any financial information.

However, an article from Yahoo Finance recently reported annual earnings of some YouTube partners - and several prominent figures on YouTube claim the numbers are accurate. The article details ten YouTube stars who earned over $100,000 the previous year from the website. These people are not associated with major companies or brands, and instead built their following from the ground up.

So let's break it down. Advertising revenue is based on the number of views a video gets. Revenue is generated by CPM (Cost-per-mille, or cost per 1,000 views), and according to reports, the average CPM ranges from somewhere between $0.75 to $2.00.

For example, take this video from Ray William Johnson, the second-most subscribed YouTube channel of all time, which has received 3,638,347 views to date.

If we go by those reported numbers, the revenue would factor out like so:

3,638,347 views /1,000 views (CPM) = 3,638.35

3,638.35  x  0.75 = $2,728.76 (lowest range)

3,683.35  x  2.0 = $7,366.70 (highest range)

So this particular video could generate anything from $2,700 to $7,300 in advertising revenue. Those earnings are then divided between YouTube and the partner. So for Ray, this video could earn him anywhere from $1,300 to $3,600. As of today, Ray has uploaded just over 180 videos. If his viewership is consistent, he could have earned up to $650,000 from his YouTube channel alone!

$3,600  x 180 videos = $648,000

Of course, we must remember that this is the exception and not the rule. In fact, it has been reported that only 3% of YouTube's content is from its partners. 

In the end, it cannot be denied that the Partnership Program is pretty much a win-win for YouTube and its partners. When provided with a steady source of income, partners are motivated to hone their video-making skills and produce higher-quality content for the site. YouTube, in turn, gets better content and greater views.

But is it worth it? For someone to think they could be making that kind of money right off the bat would be insane. Some of the partners have been on YouTube since its humble beginnings in 2005, but only became partners and started earning money this past year. It takes a lot of time, energy, and imagination to keep viewers watching and subscriptions intact. But for someone with great ideas, charisma, and a lot of time on their hands, YouTube could be a fun, alternative career option.

He hoped it would get to her... and it did!

"I Hope This Gets To You" by The Daylights

Late November of 2010, Walter May - an editor/director based in Los Angeles - decided to send a digital love letter to his girlfriend, Alexis. She had recently moved across the country from him to attend graduate school, and May wanted to let her know just how much he missed her. 


But a simple love letter just would not do! Oh no, he needed something more grandeur. So, with the help of his friends and fellow bandmates of The Daylights, he wrote a song and produced a music video to send to her. The catch: neither he nor any of their friends were allowed to tell Alexis about the video. Instead, he hoped it would reach her virally, through email forwards, Twitter retweets, and Facebook posts.  He blocked Alexis from being able to see his Twitter page and forbade any of their friends from telling her about the video.


On the day he uploaded the video to YouTube, it got an impressive 45,000 views. However, it was reportedly because of retweet by Katy Perry on Twitter that the message finally found it's recipient. After receiving several messages from random people on Facebook urging her to look at the video, Alexis finally clicked on the link and saw her digital love letter.

May's tweet about the "letter" finally reaching his girlfriend

Later that night, May tweeted his success to the many people following the story. For anyone claiming social media is a waste of time, I give you this example as a way in which it can bring people together, and make the world seem a little smaller. In my opinion, this is a great representation of Marshall McLuhan's idea of the Global Village. That idea was introduced nearly 50 years ago, and at the time, many scoffed at the absurdity of it all. 

"On the Internet, physical distance is even less of a hindrance to the real-time communicative activities of people, and therefore social spheres are greatly expanded by the openness of the web and the ease at which people can interact with others that share the same interests and concerns." - The Global Village, 1962 

With the rise of Twitter, Facebook and YouTube, McLuhan couldn't have been any more dead on with his predictions. If you would like to read more about the love letter, check out this article. I hope this brightened your day as much as it did mine!

Twitter: the one-night stand of social media

If you're anything like me, you may have experienced that rush of adrenaline after receiving your first DM or tweet from a pseudo-celebrity. As the story went, I sent a tweet about this individual and included their Twitter handle in those 140 characters. Soon after, they DM-ed me with a quippy response. I retorted with an arguably clever tweet. Then they...nothing. Alas, our Twitter relationship was over.


As a result, I have followed and subsequently unfollowed this person. I'll admit, I felt a little rejected after our Twitversation ended so abruptly. I really thought we had a good thing going! So after reading this article on Social Media Today, I got to thinking about how Twitter really is the one-night stand of the social media universe. 


For one, where Facebook is more "like going to the local coffee shop with a bunch of friends," Twitter is "like the local nightclub where you use your best lines to attract a following." Personal Facebook status updates shared among friends are traded for snarky 140-character quips designed to attract as many followers as possible. It's the bait-and-reel of the social media world. Where quantity trumps quality in terms of followers. People are willing to pull every sly maneuver in the book in order to gain followers. 


According to author Andrew Hunt, there are 3 steps suggested to turn a Twitter one-night stand from "awkward" to "awesome:"

1)  Avoid the Awkward Silence

Failure to engage with your followers will lead to follower regret.  If you don’t offer any ‘after care’ service, they will feel that they have to do ‘the walk of shame’ and un-follow you.  There is nothing fun about quietly letting yourself out of some strange place and having to creep home wearing the exact same clothes from the night before.  So save yourself and your followers the “morning after regret” and engage your followers more often than once in a blue moon.

2)  Show Some Level of Intelligence

In all seriousness, not being able to string a sentence together, and a least some normal friendly conversation, is instant cause for regret.  Whether it’s in the bedroom or on Twitter, if you are awkward then they will be too. 

3)  Follow Up

There is nothing more frustrating than following someone new, and you tweet them a few times and they do not respond.  You feel used and abused.  Twitter is not about notches on your headboard; when your Twitter followers engage you, RESPOND!

Bottom line: getting loads of followers on Twitter is great and all, but if you do not engage them, you will be labeled a "Twitter ho" and lose followers (and respect). In the night club of the Social Meida world (Twitter), leave the cheesy one-liners at home and try to have meaningful conversations with people. You'll be less likely to have a drink thrown in your face, or worse...be unfollowed.

Qriously: The Marriage of GPS Technology and Advertising

You know when you’re playing a free version of a game on your Smartphone, and you get those annoying static advertisements on the top or bottom bar of your screen? What if instead of those random ads, you were prompted to answer real-time questions about your surroundings?

As you're driving to school, you look at your iPhone and see, “What do you think of that new billboard on University?” You have lunch at Jimmy Johns, and as you’re walking out your phone asks, “Which do you prefer: the ‘Pepe’ or ‘Totally Tuna’ Sandwich?” It may sound a bit creepy, but that idea is along the lines of what new sentiment analysis mobile application, Qriously, is trying to accomplish.

While similar to the question-asking model of Quora, Qriously is a service for measuring location-based public sentiment in real time. This mobile application would use GPS technology to pose these types of questions on Smartphones where static ads might normally appear. This would allow marketers, advertising/PR agencies and researchers to ask questions to users in a real-time setting based on where they are located.

In this article from Social Media Today, the author notes that 2011 has been coined “the year of the mobile”, and discusses how automated sentiment analysis software is the future where advertising and mobile technology may merge successfully.

In the age of Twitter, where customers can Tweet positive or negative feedback the moment a transaction occurs, Qriously might be a step toward putting some control back in to the hands of the businesses. Rather than waiting for focus group feedback or public reactions, businesses can hit the ground running the moment they release an advertisement and ask “what did you think of that ad?” as the customer is seeing it.

There’s a part of me that cringes over the idea of having a personal GPS tracking device, and that part of me believes the invasive nature of this application may be detrimental to reaching its goals. However, if Qriously does catch on, this could mean big things for market research, logistics and strategic planning. If Qriously tells Jimmy Johns in Denton that the ‘Pepe’ is far more popular than the ‘Totally Tuna’, perhaps they will look into buying more supplies for the former? If a new billboard is a hit in Denton, but fails to impress in Lewisville – that company may save a ton removing the latter.

Those are just a few examples that popped into my mind, but I have a feeling a lot more could be done if Qriously catches on. I’d recommend keeping an eye on them in the next year or so.

By: Katy Hartwick