Get In Front Communications

13 reasons why social media is for mothers

Susan Young — Wed, 09 May 2012 16:54:51 +0000

Flowers, breakfast in bed, and lovely cards are the tradition on Mother’s Day. But for contemporary digital mom’s, we have different lives.

Our days are filled with estrogen and technology. This is how the two converge.

1. We pin (trest). We decorate, make things attractive, and keep our areas looking interesting. We collect, we share, we admire. Remember what mother always said about first impressions?

2. We curate. We make sense of the information and confusion around us. When the PC or gadgets are down, we reorganize the silverware drawer. Because that’s what we do.

3. We go beyond a mere ‘like’ on Facebook. We love. We love our partners, kids, parents, siblings, pets, and a frothy margarita. Admittedly, we love finding out little nuggets of gossip and news from that dreadful witch from high school who has popped up on Facebook. Which poet wrote that love has no boundaries?

4. We share on Instagram. We have an eye for capturing a moment. Why keep it to ourselves? Next up: 16mm films from our family trip to the Grand Canyon, circa 1971.

5. We Google+ but we are sharp enough to know that going in circles can be counterproductive.

6. We Digg. We’re happy to tell others about our wonderful experiences. Sometimes we keep score with Klout. Other times we Yelp. But we never shriek. It’s all good.

7. We chat. We have something to add to the hashtag and conversation, and damn it, we’re going to type it! Chatty Cathy, who? Watch out, sister.

8. We flip. We use our flip cams and videos to document what we see and how we feel. Just in case no one would believe us without cold, hard proof.

9. We bitch on our blogs (if we feel like it). That’s what’s nice about having a diary or soapbox. Sometimes we just have to go on a rip. Then we’re done. On we go.

10. We feed, RSS style. We nourish our followers and friends with our business acumen, life lessons, and smarts.

11. We Tumble (Tumblr). Just like the guys, we trip and fall. Truth be told, sometimes we get in our own way and trip ourselves up. But we always scrape ourselves off the ground, and carry on. It helps to know our online sisters have our backs. Those crazy mothers!

12. We Kindle. We understand that the power of reading and words can spark something special in each of us. We embrace it.

13. We Photoshop, but never at the expense of our egos or setting a bad example for the digital natives. We can crop and adjust contrast, but we leave our blemishes, wrinkles, and crooked smiles. After all, we are the real deal.

Happy Mother’s Day.

My kids, Stephanie and Danny, 2011

8 tactics every content marketing pro must know

Susan Young — Thu, 29 Mar 2012 19:31:30 +0000

They say PR has morphed into content marketing.

Weren’t PR pros creating press releases, story ideas, product information, events, and pitches (aka content) long before social media? Armed with the “purple snowflake” we had the arduous task of marketing our brilliance to reporters and decision makers. The only change I see is that we are generally sidestepping traditional media and heading straight to the consumer.

So content marketers we are. And we are storytellers.

Here are 8 points and a whole bunch of links (22 in all) to help guide you through the transition:

1. Begin the journey. In content marketing — as in most things in life — organization trumps chaos. I offer you templates so you don’t have to reinvent the wheel. As Joe Pulizzi writes, “Process and constraint drive creativity…we have rules so we know when we’re breaking them.”

2. Consider yourself a publisher. You may never have imagined you would be in the publishing business. “That’s not what I signed up for.” Damn. With the voluminous amounts of information to share, and the platforms available to tell your stories and reach the public, publishing is the new black. We don’t need Hearst or Ted Turner to get in touch with the masses. You and I are it.

3. Identify the content. How can you determine what your readers want? What is your competition doing? Think Google Keyword tools, trending websites, and surveys.

4. Develop leads through content marketing. Why are you creating and marketing content? You help people solve problems, build trust, and grow business. As a result, you will get leads and referrals to grow your business, too. It’s a beautiful thing.

5. Obey the 10 Commandments of Content. There are many layers of digital marketing and channels available to each of us. Here are some ideas. Which ones are you currently using? Which ones can you explore in the coming weeks?

6. Understand the role of curation in content marketing. When you have a true grasp on quality content, consider expanding into the curation aspect of social media. This approach can add enormous credibility to you and your organization. Keeping in mind that you’re a publisher, it’s time to help those in your pipeline by providing the “best” content that’s out there.

7. Set aside the belief that journalists are the enemy. Journalists and former reporters are finding their way into small and large businesses because they offer vastly different perspectives on content and how to market it. Their training in news and how to produce compelling and fresh information from a new lens can’t be ignored.

8. Study the success stories. Success leaves clues. Read these articles and posts to get ideas and spark creativity for your own content, plan, and business.

Overwhelmed? Please refer to No. 1. If you need help, refer to No. 7 and follow this link.

The No. 1 way to successful content marketing

Susan Young — Tue, 06 Mar 2012 19:04:34 +0000

Developing fresh content, themes, and material for most business professionals is a constant challenge as real-time social media adds pressure to our lives.

The result: We need stronger content, well-timed topics, and an unyielding knowledge of our information and expertise.

There are too many lost opportunities for businesses to build their credibility, influence, visibility, and revenues. It’s because:

They’re unable (or unwilling) to connect the skills and talents they already have
They rebel against our new digital media
They dabble without a goal or plan

Then they bitch. Sound familiar?

Consider this: Content + Communication = Customers = Revenue

When you consistently deliver solid information through digital channels — blogs, video clips, online chats, e-books, e-newsletters, Pinterest, and Blog Talk Radio interviews — you are subtly marketing your business and knowledge (aka content marketing).

The No. 1 solution to developing incredible content

If you’re panicked about the content piece, here’s your answer. I’ve been practicing this for 26 years. It’s works beautifully. And it proves that writer’s block is non-existent.

In 1984, I launched my career in radio news. I was a street reporter, covering local and county government meetings and press conferences.

Day No. 3 on the job: The news director sends me off to my first assignment. As I’m heading out the door, he barks, “Don’t come back without a story!”

Every news reporter lives this same mantra every single day. The rule is simple: If the story doesn’t smack you in the face, you better start digging until you find something relevant to bring back.

Most of the events I covered were interesting, lively, and controversial. Returning to the newsroom with a story was easy. But surprisingly, it was the mundane “wake me when it’s over meeting” that brought invaluable insights.

The benefits of the mandate

The “Don’t come back without a story” mandate forced me to hone my listening skills. I had to pay attention in a deeper and different way than I had in the past. My goal was to uncover the news nugget that my audience expected to hear.

I was forced me to think creatively and strategically, understanding there was also an art to this work. Sound familiar?

My “Don’t come back without a story” way of life meant there was no room for writer’s block.

If you hit a brick wall when you sit down to write, it’s because your brain has accumulated dust. You haven’t been paying attention to the gems and nuggets around you.

Consider this: Inattentiveness + Procrastination = Writer’s Block

Your new job title

You may not be a news reporter, but you can be life’s little observer.

Carry your electronic gadgets or journal everywhere you go. Jot down quotes and bits of life that you stumble upon. At the end of each day, review your notes. Most will be useless; the rest will be priceless content that can tie directly back to your business. Be creative. Bring it full circle.

Like me, you are surrounded by remarkable people and funny stories that can easily tie back to your expertise. Pay closer attention to breakfast chatter. Eavesdrop on a conversation at the dry cleaner. Listen to the chit-chat in the elevator. Be a ninja.

As this habit forms, you’ll quickly realize the world is your pipeline of fabulous and fresh material for success.

Your daily assignment: Don’t come back without a story.

Need help with this? Click here.

7 secrets of a master digital storyteller

Susan Young — Mon, 20 Feb 2012 20:08:42 +0000

You may have noticed that digital storytelling and brand journalism are making headlines.

Anyone interested in PR, marketing, social media, and branding knows this new approach to communicating with the public has immense value and influence. It offers refreshing new ways to connect with prospects, customers, investors, employees, and the community.

Brand journalism allows your company to tell its own story in an engaging way that we’ve never experienced before.

The concept of brand journalism

This form of business communication is important for several reasons:

People (consumers) feel disgusted with stilted, one-sided marketing messages filled with canned tag lines and jargon.
People feel good about referring their favorite products, services, doctors, etc. to others.
People feel better when they can use technology to complain and vent about poor customer service or a negative experience.
People feel good when they know their opinions are valued and they are contributing to the marketing message.
People feel good when they tell their story, even in 140 characters.
People are relieved they no longer need traditional media, advertising, and big budgets to share their brand and stories.

The secrets of a master storyteller

A master digital storyteller:

1. Understands the need for all humans to connect and bond.

2. Knows the importance of putting a face on a story (the human factor).

3. Shares many aspects of the brand, culture, employees, C-suite, investors, customers, and community.

4. Travels deep into the multiple layers of stories he or she is surrounded by and confidently uses available social channels to create cohesive and compelling content for internal and external communications.

5. Appreciates the opportunity to drive and influence mass numbers of people to bring them a transparent and balanced story — without the media.

6. Weaves images, video, audio, graphics, and other social tools to make stories pop and impact people.

7. Keeps his or her news radar and antennae up at all times knowing that there are stories, profiles, pictures, video clips, blog posts, and interviews just waiting to be developed and shared.

Analyzing your efforts

Of course, metrics and knowing how your messages are being received are important, too. Is web traffic up? Are your employees and customers more engaged? Are you generating dialogues and conversations in chats and LinkedIn groups? Do you know who is ‘talking’ about you online? How are you doing with Pinterest? What kind of buzz are you creating? Have you audited your internal and external communications? Are you using tools such as Radian6 to gather stats?

The next steps

Collectively, we are all in the news business. It’s fine for me because I’ve been working in news, PR, and communication for 26 years. What is described above is a news hub for your company. Translation: It’s a newsroom and you have a press pass, whether you want it or not.

Savvy and successful companies are working with trained news professionals to spearhead efforts to tell their stories. Leaders are happy to integrate content, marketing, PR, and crisis communication.

Many businesses fall short with brand journalism. Leaders feel intimidated and overwhelmed knowing their staff lacks the training needed to develop and execute this concept.

Is your company embracing the power and influence of this new marketing and branding model? Is this the best communication you aren’t using?

5 business takeaways from Whitney Houston

Susan Young — Sun, 12 Feb 2012 17:42:52 +0000

In the end, demons often trump talent. I’m witnessing this painful realization in my own family. Now the world sees it (again). This time with the sad news of Whitney Houston’s death.

Houston sang so many lyrics and verses for so many years. Most of them had to do with love and relationships. But when I go back and think about her words and songs, I discovered that there are lessons for folks in business.

Consider these:

1. “For every win, someone must fail, but there comes a point when we exhale.” (from “Exhale”)

Business takeaway: Ever lose out on an RFP or bid that you busted your butt for? One company was a victor; yours wasn’t. Exhale, and carry on.

2. ”I decided long ago, never to walk in anyone’s shadows, if I fail, if I succeed at least I live as I believe.” (“The Greatest Love of All”)

Business takeaway: In the era of social media, be transparent and trust your own intuition. We live in difficult times that are filled with temptation. Hold true to your own values. Be yourself. When you try to be someone you’re not, you will undoubtedly make mistakes. When you’re genuine, you can’t make a mistake. Don’t walk in anyone’s shadow.

3. “Yes I’m gonna take my turn, it’s time for me to finally stand alone.” (“On My Own”)

Business takeaway: You are so much better than you think you are. Be bold and know that you can forge ahead with perseverance, discipline, and a willingness to do whatever it takes to succeed. You CAN stand alone.

4. “And when you turn on the evening news, mass confusion is the only thing you’ll see. Well there’s no question that we need a new direction,
‘Cause we all could use some peace and harmony. What you need’s a little change of heart, when you’re feeling down and out, love will save the day.” (“Love Will Save the Day”)

Business takeaway: Plan each day with quiet time to reflect and simply be. Get away from the static and noise that consumes all of us. Business and life are filled with distractions and heartbreak. There seems to be so many angry and broken people. Go for the peace and harmony. Try and incorporate it into your company culture. Share it with co-workers and friends. Because in the end, it’s not about the success of your website, investment portfolio, or number of Twitter followers. None of these tangible things will save us.

5. ”I want one moment in time, when I’m more than I thought I could be, when all of my dreams are a heartbeat away, and the answers are all up to me.” (“One Moment in Time”)

Business takeaway: Give yourself credit for your accomplishments, both big and small. Dream big. This is your one moment in time. Don’t sleepwalk through it.

As a child, Whitney Houston sang in the choir at the New Hope Baptist Church in Newark, NJ. In an interview with Diane Sawyer in 2002, Houston said, “The biggest devil is me. I’m either my best friend or my worst enemy.” Go for the former.

(Image via)

10 everyday decisions for social media success

Susan Young — Sun, 04 Dec 2011 09:09:05 +0000

Verrazano Bridge, Brooklyn, NY

Every day, we make hundreds of decisions. Most are so mundane that we don’t even think about them. Things like hitting the snooze button, what shoes to wear, which bathroom stall to enter. I would hope that our business decisions take a bit more consideration.

What decisions and choices can you make daily that will impact your social media relationships, activities, and business results?

Here are 10 ideas:

Decide to stretch yourself. Mentally and emotionally. The results will appear in every area of your life, including online.
Decide to join a new chat or online group that can help you learn more about your industry.
Decide to share useful information from someone else, because it’s that good.
Decide to explore (and even try) new technology that’s relevant to your work.
Decide to listen and observe more than you type. It’s OK to be a fly on the social media wall.
Decide to work your lists, categorizing people with mutual interests and industries, and getting rid of those who you never interact with. You know, the retired lady in Montana who quilts and posts pictures of her grandbabies. She may not be the best fit for your business.
Decide to respond to every comment or post on your blog or profile pages, and write meaningful and relevant comments on other posts and walls. This does not mean, “Great post, I really liked it.” Decide that mediocrity is for someone else.
Decide to think and add value to every interaction. Hint: This also works IRL.
Decide to find your voice. If you want to be a mime, go to the French Quarter in New Orleans.
Decide to be the most enthusiastic, sincere, and helpful person in the world.

Bonus: Decide to use this checklist as a map for the new year.

5 media lessons I learned from Penn State

Susan Young — Thu, 10 Nov 2011 07:03:28 +0000

I didn’t graduate from Penn State. In fact, I’ve never even been on the campus.

But in the last few days, that school has provided me with many news, PR, and communication lessons.

In the wake of the disgusting allegations of an ongoing child-sex scandal and the subsequent firings of football coach Joe Paterno and president Graham Spanier, I offer my own observations. Disclaimer: I am the mother of two children. I’m a former radio news reporter and news director. I’ve covered hundreds of press conferences and many crisis communications trainings.

1. The old adage, “There’s no such thing as a stupid question” clearly did not apply to Wednesday night’s press conference.

2. Every Penn State student resorting to violence and protesting the firing of Joe Paterno should be tossed out of the school. In this case, college does not equal smart. This is the stuff that is not contained in textbooks. Anywhere.

3. Paterno’s arrogant statement on Wednesday that he will retire at the end of the season only proves that power often brings an exaggerated sense of self-confidence and a shortage of humility.

4. Did the PR staff at Penn State help craft this gem or did Joe Paterno wordsmith this on his own? “Victims or whatever they want to say.” After he was fired, he urged people to “pray for the victims.”

5. Board of Trustees’ Vice Chairman John Surma ran the press conference announcing the firings. He may be criticized for his “PR answers” but he gets high marks from me. Surma kept his cool under extreme pressure on live TV and social media channels. He refused to be unwillingly dragged into responses and dialogue that could have turned ugly (and libelous.) He revealed little or no emotion or personal opinions. As one commentator said after the press conference, “This was a business decision.” Surma refused to speculate on what other people knew or thought (good prep from counsel, I bet). He put an end to the madness with the standard, “Just two more questions, please.” And he adhered to the crisis media training message, “You are the zookeeper and they (reporters) are the animals.” John Surma controlled the message he was sent to deliver.

One final observation: Football does not trump the safety of children or any human being. Ever.

10 ways to create your best news pitch ever

Susan Young — Mon, 01 Aug 2011 02:35:49 +0000

Words wield power.

If you’re trying (desperately) to get the attention of news reporters and bloggers, you know the magic lies in your writing. Don’t discount the writing with the excuse that your pitch contains video and multimedia platforms. Remember: You probably have a script or outline when recording a video segment. Infographics, slide shows, and charts require strong copy, too.

Here are 10 ways to create your best news pitch by simply focusing on your word choice.

1. Be sure that every word in every single sentence adds to your pitch and story. There’s no time to waste with irrelevant words and phrases.

2. Be sure that every word and every sentence builds on the one before it. This ensures a logical flow to your writing. There’s no room for confusion.

3. Be sure that you rewrite and edit several times before hitting send. I’ve been writing news for 26 years. No one is so good that he or she can send a pitch or press release without at least one round of edits.

4. Be sure to use words that connect with emotions. The psychology of your word choice is intertwined with your intended outcome. What do you want the recipient to do? How do you want that person to feel? Do the emotions behind your words compel the recipient to hit the reply button and ask for more information? Or have you left him or her hanging? Don’t write for the mind; write for the heart.

5. Be sure your visuals, which contain limited words and phrases, are the best combination for your small design space. You’ll likely find yourself searching for synonyms and short words that easily drive your message.

6. Be sure keywords are included in subject lines and headlines. They will jump off the page or screen to pique the interest of a reporter or blogger.

7. Be sure to read often. Voracious readers are often skillful writers.

8. Be sure your language hits on topics and “sweet spots” of the people you are pitching. Show them that you understand what’s relevant to them.

9. Be sure to consider your pitch a work of art. Choose your words with the utmost care and precision. You can’t rush creativity. It will take time. Do you think Michelangelo or Shakespeare were hasty in fashioning their masterpieces?

10. Be sure to avoid jargon and rhetoric. If your pitch is full of it, go back and review Nos. 1 to 9.

In the end, you must be proud of the pitch you’ve created. After all, your name is on it. And if you don’t love your pitch, chances are the reporters won’t either.

5 time-sensitive phrases to avoid when blogging

Susan Young — Thu, 16 Jun 2011 14:44:53 +0000

Real-time is the name of the game in our digital space. Why do so many bloggers and writers insist on beginning their prose with old, outdated, and stale references to time and “current” events?

Here are 5 phrases to avoid in the opening/intro of your blog. By the way, these are real. Not real-time, just real blunders.

1. “Three months ago…”

My take: What were you waiting for? I’m outta here.

2. “When I attended the XXX conference in Vegas a few weeks ago…”

My take: I wasn’t there, it’s old, goodbye.

3. “Five years ago when I wrote an article on…”

My take: What rock have you been under?

4. “A study from 2010…”

My take: Tell me something new. Until then, I’ll be napping.

5. “Industry leaders debated the March, 2011 research…”

My take: Where were you in March?

Author Eckhart Tolle writes in his best-selling book, The Power of Now: “The time is Now.”

And by the way, if you need ideas and help with blogging, writing, and content, I invite you to sign up for my free, 21-day video series, “Speaking of Communication.”

Want to communicate with clarity? Use these 3 easy phrases

Susan Young — Tue, 31 May 2011 12:31:22 +0000

I was raised on sarcastic one-liners that resembled a stand-up comedy routine. It was an interesting way to grow up. When I got older and started working in radio news, my mind and ear were trained for sound bites. Quotes. What short, punchy gems would be spoken that could drive a message home?

Welcome to my world.

The digital space is exactly what I just described: One-liners that are compelling (and sometimes sarcastic), punchy, and message- driven. Everyone has to communicate in sound bites or those on the other end are off to another website, blog post, or video.

Strive to abolish extra words. There’s no room for verbosity in today’s world.

These three communication phrases will help you stay on message, improve your clarity, and grab the attention of others. Use them in meetings, blogs posts, e-mails, media interviews, and press releases. And yes, Skippy, they’ll even work in your personal life. They are simple, but brilliant.

1. The goal is…

When someone in the elevator asks, ”What’s your new project about?,” you respond: ”The goal is…” Then follow with a maximum of one or two sentences. Choose your words carefully. They’ll appreciate the distilled message. Your goal is to get the other person curious to know more.

2. The purpose is…

Follow-up this expression with one line that describes the purpose of “whatever.” It should be absolutely direct, clear, and strong. There’s no room for stumbling or ending on a soft note. When using this tactic in a conversation, exude confidence and authority. Sprinkle in some humility and a smile, and you’ll rock.

3. The bottom line is…

Leave the sales pitch, business jargon, fluff, and bullshit for someone else. This phrase is about cutting to the chase and respecting people’s time. It can almost be delivered like it’s on the QT; a prized secret that you’re sharing only with this one person. When speaking with someone, lower your voice and speak slowly. Allow the recipient of your message to feel as though they have been hand-picked to learn the crucial details of “whatever.” Even when writing an e-mail or post that will be seen by multiple people, this phrase is powerful. It allows everyone to feel as if they are the only one on the receiving end. They are the chosen one.

As you put these expressions into practice, you’ll notice your mind will slow down a bit before you begin your follow-up line.

When weaving these phrases into your communication, it cues your reader or listener that they need to pay attention; something important and concise is coming that they simply can’t miss.

Here’s the bottom line: We exist in a world of sound bites that leaves us little room for ambiguous and muddied communication. Clarity in a beautiful thing. Give it a try.