Tag Archives: Laurie Pehar Borsh

Oh where, Oh where have I been (on this blog)?

As a publicity producer in the social (and traditional) media space for individuals (on a personal level) and businesses as well as other agencies, I get into “busy spurts” creating and managing content for my clients and have a hard time finding the time to write for my OWN content for this blog!

I must say, that tweeting and micro-blogging (broadcasting thought leadership/sharing content) is my cup of tea more so. It’s quick easy and a great way to build a following. However, content curation in the form of blog posts is still so important when it comes to developing “web visibility” (as I like to call it) or SEO.

Did you know that blogging alone can lead to opportunities that a regular website never could! Someone will need your product or services and will go to Google (or Bing or Yahoo etc.) to search for it, your blog  can help win that search! The more you put into the blog (content) the higher up the search engines you go (“gulp” I need to pay attention to my own advice right?).

If that’s not enough of a reason, here are some additional reasons to have a blog (I pulled these tips from my one of my trusted vendors, Vocus):

You also get to include a heck of a lot more content and information: Twitter is limited to 140 characters (and that includes spaces!). So you do not have worry about changing pages or bringing in a web designer every time you want to add or change something in regards to your web content!

  • A Business or personal (professional) blog helps you to establish yourself as a thought leader in your industry. We publicists now also call this Brand Journalism.Tip! If you are NOT a writer, hire a writer, editor or publicist (someone to help!). I ask my clients to write down some rough copy (some do write!) or thoughts and ideas and my team and I then polish up the piece as well as add back links to other posts/articles that are aligned with the article’s content (another way to pull more traffic to your blog site).Note!  Some of my clients have blogs that are dedicated to reporting news on their projects (i.e. construction companies), while others contribute to thought leadership oriented blogs that support their online personal or corporate brand visibility.

Next step then is to share/broadcast your blog content and or thought leadership (and this must happen more than a just one or two times) within social media channels. Twitter, LinkedIn, Facebook, etc. can definitely help “spread the news!”

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Time to Defeat the Social Media Skeptics? YES!

Yahoo News March 14, 2012:

For those trying to get a social media campaign going in their company, they’ll often have to deal with naysayers that question the value. Behind the Brand’s Brian Elliott interviews Former Kodak CMO Jeff Hayzlett — who says dealing with the non-believer is all part of “running the gauntlet.”

Hayzlett spoke with Bryan Elliott on Behind the Brand.tv about what it takes to engage audiences, and how to explain to those number crunchers that social is valuable. For one, he said talking about return on investment is overhyped.

[More from Mashable: Announcing a Live Chat With Hootsuite Founder Ryan Holmes]

“I say to them, ‘What’s your return on ignoring?'” Hayzlett said. “If you’re engaged with your customers, and you have an operation that is doing what it’s supposed to be doing, then you’re going to make money.”

Hayzlett said at this point, not engaging via social media is just a way to lose money. He broke down his social media strategy, calling it “the four E’s.”

“Get engaged, start doing it. Start being your own Chief Listening Officer,” Hayzlett said. “When you educate people about your product, they get excited, and then start to evangelize by becoming brand ambassadors.”

Watch Part 2 with Brian and Jeff on http://behindthebrand.tv/

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All-in with Social Media Yet? It depends …(right?)

Does social media really work? 

As a public relations professional and social media PR producer/manager, I get asked that question all the time, especially as companies big and small and individuals from all sorts of industries and professions jump aboard the social media bandwagon. (It’s as though someone’s built the better mousetrap . . . and everyone wants in).

Of course social media “works,” but what that means varies by business and by individual. It really comes down to the results you desire and your audience. Just because you think social media is a great idea, doesn’t mean they do.

Can social media raise awareness of your company or personal brand?

As a long-term strategy, that’s a big “yes” on both accounts. Of course, you have to work at it, you have to generate quality content, and you have to be vigilant. But the ease with which you can push out posts and blogs and tweets makes social media a natural for creating “buzz” about you and your products or services and for keeping the volume cranked up to a healthy “11.” Plus, it doesn’t cost much to get your feet wet (though I will argue that you get what you pay for: getting your feet wet is quite a stretch from realizing social media’s maximum benefit for your business).

Having said all that, you might feel tempted to toss all of your eggs into the social media basket. Not so fast . . . hear me out.

Despite all that’s been said about it, Social media is not the cure for your every marketing ill. It’s important. It’s powerful. It’s far-reaching. But, really, social media is just another “channel”—a very robust, new, and exciting channel, mind you—through which you can reach out to customers and prospects with relative ease.

Remember when cable TV exploded in the 1980s and 1990s, adding a whole universe of additional niche markets to mine? We didn’t simply drop our traditional TV, print, or radio marketing back then did we? No. At the time, cable TV simply represented another tool in our marketing tool box, one we needed to work with, learn, and “try out” to see how we could use it most effectively. Such is the case nowadays with social media.

For some, social media might comprise the bulk of their marketing efforts; for others, it may be nothing more than an afterthought, a “nice-to-have” but not a necessity. As a business owner or a business professional looking to increase your brand awareness, you need to consider whether social media can produce the kind of return on investment necessary to justify the amount of attention and resources you give it—just as you would with any other marketing tool. How you deploy social media boils down to your target audience, your product or service, and what you determine is the most effective way to reach out and engage your customers and prospects.

  • As an individual, how much time can you dedicate to creating and pushing out the content needed to position you or your company as a thought leader?
  • If you don’t have the time, do you have the resources to hire someone else to execute a social media strategy for you?
  • Once engaged in social media, how can you turn social media traffic into real sales? Getting fans or having someone tag you in a photo is one thing—it means you’ve been noticed—but how can you translate that into new business?
  • What ways can you convert social media traffic into sales traffic . . . or at least bona fide leads?

If these considerations seem vaguely familiar, it’s because they also can be applied to traditional media. Running an ad? What’s your call to call-to-action? Staging an event, what kind of time and resources can you dedicate to it?

You see, social media is really an additional way for prospects to engage in a dialogue with you. Ultimately, you still need to convert them into customers.

For sure, social media needs to be part of the 21st century marketing mix, right alongside the tried and true plus other new media that might be coming down the pike (whatever that might be!). But relying on social media to be your sole means for connecting with your target audience, at the exclusion or the downplaying of everything else, is risky business. Although, yes, it can work for some.  As I look back over the last few years (especially!), social media PR has worked for me quite well, but then again—I’ve paired social media alongside email marketing and old fashioned networking (channels).

I’ve seen many companies and individuals go “all-in” with social media, only to find that it’s not the end all/be all they thought it was—at least not in the short-term. Social media is a great way to increase your visibility over time through consistent blogging and frequent updates on Twitter, Facebook, LinkedIn, and other social media sites—but getting customers and prospects to buy something from you still takes good old fashion legwork, quality leads, and the ability to deliver on your brand promise . . . and there’s no substitute for that.

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Social Media Publicity vs. Social Media PR

I have decided that I am a true “micro-blogger”—not a  blogger.  Obviously (AS YOU CAN SEE), I do not post a lot on this blog.  This is mainly due to the fact that I am a “PR producer” first and foremost. My thought leadership (and opinion) usually happens in quick bursts (not in long article format)—throughout the day as I am working on other people’s PR strategy and tactical management. I’d rather update or tweet—I am, as they say, obsessed with Twitter anyway so it works for me along with Facebook, LinkedIn, Plaxo, Foursquare you name it. However, I do like to talk so blogging will still come out of me from time to time (including Blog Talk Radio – I have a program there as well – time to get back to Blog Talking!). I work with a lot of writers in my agency, so they also help the creative juices to flow out of me on the blogging end… or at least I will press them to do so more often!

A lot of my clients do like to write blogs (I love to edit so that must get my blogger side fulfilled?). Some of my client’s blog mostly due to me pushing them to do so, but I really only push the ones that I think have that certain “blogger mindset.”  Blogging is a great form of social media PR and excellent for search engine placement/optimization (link building).

Some of my clients have PPC ad campaigns already running upon hiring us. We usually  wean some of them off of these (this is not PR for one thing) once we are able to build a better social media PR strategy for them and get a leg up on daily tactical placement and management.  We usually can get page ranks up much higher or equal to that of their PPC ads on the organic end within the first 90 days we begin working with them. Organic Social Media PR is what I LOVE to go for on a continued basis. Yet, most people don’t realize that this takes work, dedication and constant engagement. So many clients tend to look at PR in the same way as advertising or marketing and tend just want to hand it all over and never without saying a word. Social Media PR, in particular, can’t work that way.  Hiring a PR firm also means letting go.

I just re-read a short blog post by Seth Gordon (circa 2009): The difference between PR and publicity.

He wrote:

Publicity is the act of getting ink. Publicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion… Publicity is not PR. ….PR is the strategic crafting of your story. It’s the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.

Read the whole post (it’s not long), but he goes on to say:

In my experience, a few people have a publicity problem, but almost everyone has a PR problem. You need to solve that one first. And you probably won’t accomplish that if you hire a publicity firm and don’t even give them the freedom and access they need to work with you on your story.

AGREED SETH, AGREED. Thank you for making that clear—albeit two years ago, it still holds true today!

Now, here’s my re-examination of his (very to-the-point) explanation of the difference between publicity and PR as it pertains Social Media–since, again I do and always have been of the opinion that Social Media PR is/should be included in on the “traditional definition” of PR:

Social Media Publicity is the act of getting ink. Social Media Publicity is getting unpaid media (as people who read you beyond your ppc or banner ads) to pay attention, write about you, point to/share your thought leadership, run a picture, make a commotion… On the other hand, Social media PR is the strategic crafting of your story.

Social Media PR is the focused examination of your interactions, tactics, products and pricing that, when combined, determine what, why and how people talk about you (or your company/business, etc.). You need Social Media PR strategy to get PUBLICITY.

Few people have a social media publicity problem (as long as they “speak up” online they have publicity), but almost everyone has a social media PR problem (once again, key words are not the end all, but a very small part of the social media PR equation). You need to solve that one first—that is–your Social Media PR problem. You probably won’t accomplish your social media PR goals if you do not hire a publicity firm* and you don’t give them the freedom and access they need to work with you to develop and execute your best social media strategy. Everyone should strive for lasting social media publicity. Yes key words are fine, but once you get them to “click over” what are you going to do to get them to stay and talk to you or about you?

* This does not include social media coaches, SEO or PPC experts—PR strategists and tactical managers all offer all of this expertise on top of everything else. If you  want to hire a PPC or SEO expert that’s fine, but just don’t leave out the PR expert who knows both traditional and social media PR.

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LINK BUILDING and Good Content…essential for online/personal PR results!

Too funny, I used my cool new WordPress App on my BlackBerry to write the original version of this post.  The App is great, but (1) I am not used to writing a blog post on my phone (too small of a screen?) and (2) the App is way to fast, I thought I had saved it as a draft, but it posted.  So this is the redo of the original WordPress Blackberry App post (ahhhh the power of technology…).  Okay back to what I wanted to say…

I am ALL ABOUT LINK BUILDING. Content is KING if you are looking for online marketing RESULTS.  Honestly, I have always known this… the key word, meta tag thing just old-fashioned, I mean we still need it (especially in social sites like Twitter), but it’s  really a gamble if you’re looking for search engine placement on an organic level.  Buying the key words will get you the results, but as more people start driving the price of the key words up you will need to pay more and you really don’t have to do that.  Continuing to build your CONTENT.  Think about all the other people using the same exact key words. How do you compete with that?  So the more you post up in the form of articles, blogs, tweets, press releases, photos and video the more content you create and the more votes of confidence you earn from the search engines. The more votes of confidence, the MORE you will be seen and found online. It’s pretty simple, yes, but remember that content must have merit or your audience will not remain.

I have read an incredible eBook (which will be now known as my Link Building Bible) by Back Link Building Guru, Mark Collier. His “Link Building Mastery: How to master the art of link building” provides 86 powerful link building strategies to build thousands of high quality back links to send your site to number 1 on Google (and then some). According to Mark: “Everyone knows that back links are one of the most important search engine ranking factors.” Yet again, the quality of the content is the first priority— and in my mind’s eye quality content is the baseline of online publicity, but without back links your content and your website will never be found.

The Link Building Mastery eBook is a fantastic do-it-yourself guide to will learn how to get:

* Better placement on Google
* More search engine traffic
* Direct traffic (to your website or “main hub’) from people clicking on your links
* A better online reputation
* More direct sales or interest as visitors who come from links pointing to your site are far more likely to buy from or hire you.

Get Mark’s book – a great guide, great read. Well done! If you need a good “go-to” plan, it’s a fantastic ($47) investment!

One last note: The ability to work and communicating online,  does not equate to an ability to market and promote online. This mentality drives me nuts. I drive a car, but I am not a mechanic. Follow me?  The social media “how-to” books, seminars, and coaching service are fine, but my opinion is that if you usually do not handle your own publicity, writing, marketing or promoting and/or you do not have the ability or the time to do what it takes to build and then maintain all of your web content (including websites, blogs, articles, press releases, tweets, updates/micr0 blogs) then it might be a better idea to bring in someone who knows how to connect the dots.  I’m just saying…

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Personal PR, Branding, and running a Campaign for Job Search…more important than ever before…

Okay so it’s not like running for the job of President or even Mayor, but let’s face it job search now requires creative professional personal branding, better online messaging, targeted spin, direct pitch marketing and much more.  Producing a full-fledged campaign is a not something one should take lightly– it’s now a MUST if you hope to land the right opportunity.  Of course there are never any guarantees of the exact timeline either, but the game has changed (get out of the 1990’s people!) .  Like it or not, today’s competitive business environment now requires professionals to develop and keep up a complete personal brand package and a visible digital persona as well as a robust online network and following.

You’ve probably seen all the media interviews with personal branding and social media experts as of late. Everyone’s talking about (online) personal professional branding and publicity and why it is so important to have in place due to the explosion of online networking, social media and internet search.  Not to toot my horn, but I’ve said this for YEARS!  The difference with me though is that I DO  THE WORK, while these experts give plenty of direction and advice about “how to” go about creating a personal brand and promotion program.  I am sure you can agree that most busy professionals do not have the time, desire or ability to even think about developing this on their own, let alone be able to manage it all on a somewhat consistent basis. 

Gone are the days of “being found” via a job board ad or resume post. YOU HAVE TO CAMPAIGN! If you don’t have the resources to launch a campaign, you at least have to have good online branding and messaging and key words up and consistent. Then once you’ve landed your dream job, don’t think that your brand and promotional package is something that gets tucked away in a corner. It’s very important to manage and maintain an online personal brand and promotion program to align with your company brand (so many organizations are requiring this now too) as well as to develop more business/contacts that can enhance your business and corporate positioning.

As more and more executive search professionals continue to recruit via a cloud recruiting platform (internet search/key word search), staying on top of your personal brand, messaging and campaign effort will only help you remain visible to future (job) opportunity. Hopefully our economy will get back to normal in the next few years and we’ll all be ready as companies being to hunt down talent again on a regular basis (sigh).

All that said, putting a promoter in your corner who is capable of producing and managing your personal brand and self promotion campaign is not so much luxury these days, as it is a necessity.  Yes,  Donald Trump, Martha Stewart, Oprah even the President make the whole personal publicity and branding thing seem easy (well maybe for some–I think most of you GET IT), but COME ON do you really think that they stay up late at night PRODUCING and IMPLEMENTING their own personal publicity campaigns?

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