More marketers are recognizing that social media brings value to their brands’ marketing efforts. And along with the interest in social media comes questions, like:

• What kind of information could we share through social media that our customers would even care about, but also would provide value to our organization?

• How do we measure success and return on investment?

• Can we trust our employees to represent our brand well within social media networks?

I asked these three questions to Jeramie McPeek, vice president of digital for the Phoenix Suns, during Internet Summit ‘09 yesterday. The Suns are using Twitter in a myriad of interesting ways and Jeramie provided some great examples and tips that should give you some new ideas for your brand. If you have any questions for Jeramie, feel free to leave them in the comments so he can address them when he has a spare minute.

Also, I’d encourage you to connect with Jeramie and the Phoenix Suns on Twitter to continue seeing ways they use the tool in the future.

The difference between success and less-than-stellar results can sometimes be a thin line. Sure, lots of things need to be in place to help ensure success – measurable goals, sound strategies, creative tactics. But why do some efforts that have this foundation still not measure up like others?

That thin dividing line? It’s called hustle.

Two different people with the same amount of smarts can take the same communications plan and derive very different results. That’s because exceeding your goals doesn’t always mean doing things that no one else can do. It often means doing the things that anyone can do, but doesn’t. That’s where hustle wins the day.

But hustle isn’t easy. It means moving faster, thinking harder, never quitting. It means you don’t see problems to complain about, but instead see opportunities to excel.

I spent all day yesterday on a long flight across the country. The young woman sitting next to me could have spent the entire five hours reading People magazine and napping. While she spent a little time doing both of those, she also took an hour or so to dig through email – sorting old emails, organizing her inbox and filling her outbox so replies would be ready to go when she landed and reconnected to the World Wide Web. That’s hustle.

Hustle has a price tag. But it also has rewards.

What helps you hustle? How do you channel that energy to excel?

*Image by Rick Harrison.

“No pressure, no diamonds.”

About an hour after I read that Thomas Carlyle quote in this blog post last week, I almost threw up. That’s because a campaign that my team and I were launching this week hit a big, unexpected roadblock. And it seemed unfixable to everyone involved – including me.

In situations like this, it’s easy to focus your energy on things like venting, wishing the problem wasn’t happening or pointing toward the person who dropped the ball that led to the problem. It’s a human reaction. For some reason, though, that Carlyle quote came to mind a couple minutes after the “bomb” dropped, probably because it was still fresh in my mind. I’m really glad it did. It made me focus my energy on a singular, positive thing – doing any and everything within my power and the power of those around me to attempt to move the roadblock.

The next 24 hours were some of the most mentally and emotionally intense hours of my professional career to date. They ended with us somehow unbelievably overcoming major odds to solve the problem. I don’t mean we came up with a less desirable alternative. We solved the problem. We hustled, scrambled and scrutinized every inch of every possible way to reclaim the day. And I can’t tell you how many times I repeated “No pressure, no diamonds” to myself during the course of it all.

The next day, I created a little sign for my office. Now, when I look up from my laptop, I see Carlyle’s words looking back at me.

It’s easy to keep moving forward when things are going smoothly. It’s facing off against incredible challenges that show you what you’re really made of, though.

What helps you stay focused on overcoming tough odds when they come your way?

*Image by Steve Jurvetson.

This is the first in a new series I’m calling “3 Questions With…,” which will feature three questions with ridiculously talented people in the marketing communications business.

Edward Boches began his career in PR and started the PR department at Mullen more than 20 years ago. He then moved over to the advertising account service side and, later, became a copywriter. He’s now chief creative officer at Mullen.

Edward is the kind of person you want to work with if you get the chance. His energy is contagious. He brings the best out of the people around him. And he believes the next breakthrough creative idea can come from anyone, not just the people with “creative” in their titles.

That’s why I chose Edward for the debut of “3 Questions.” One of the many reasons I like working at Mullen is because I get to work with people like him. I highly recommend checking out his blog and connecting with him on Twitter.

One of the questions that come up often in social media is “Which marketing communications discipline should lead the charge – PR, advertising, digital or some other?” What’s your take?

First of all every one of these disciplines needs to learn social media: the protocols, the platforms, the art and science of conversation, the meaning of transparency and authenticity. Secondly, as community and conversation proliferates, content and creativity will become more and more important. It’s how brands will stand out, inspire word of mouth, and stimulate propagation. Third, in the world of social media, applications and utility are more important than messages; our product is our content and our content need be interesting. However, it still strikes me that PR should lead the way. PR understands how to communicate to and with the public, how to generate content and stories, how to connect with bloggers, and how to write. But they surely can’t work in isolation; they need partners from creative, digital, development, design, SEO and analytics.

You consistently conjure up new ways to use social media tools for clients beyond the tools’ original purposes. What helps you look at the tools and their possibilities in new ways?

Funny you should ask that. I find that a lot of traditional creative people are afraid to take their creative skills and thinking beyond the execution of an ad or a website. For me, social media — the platforms, the technology, the possibilities of co-creation — are far more inspiring than a blank sheet of paper. I want to invent something new every day, whether it’s another use of Twitter’s API for the Superbowl or Academy Awards, the creation of a social media powered website, a branded Firefox add on, or a new magazine made up of aggregated content (my next project). I think we will see a creative renaissance thanks to social media. Think things like Chalkbot, media mash-ups (CNN/Facebook), Boone Oakley’s website on YouTube, etc. All you need is an open mind and some imagination. And, of course, a couple of developer friends.

Congratulations to you and Mullen for winning the highly-publicized Zappos RFP. What do you think set Mullen apart from the other 100 agencies that submitted RFPs for the pitch?

The same thing it takes to win any account. A clear understanding of the brand and its culture. A relentless pursuit of outstanding creative to bring it to life. And the willingness to go that last .0000001 percent, which is the difference between winning and coming in second these days. We did not win Zappos with any social media; it was more a pitch that brought to life the brand and its essence with a voice and a handle that expressed it clearly and creatively. Zappos is one of the best social media brands out there, but it needs more than just social to compete. A reminder that everything has to work together. Social is just one part of the puzzle, though, of course, the fastest growing one.

Anything you’d like to ask Edward? Feel free to leave your thoughts or questions in the comments.

*Image from Creativity_Unbound.

Last week, I was asked for ideas on ways brands can participate in social media circles despite the fact that they don’t have frequent new product announcements and company news.

It’s a good question that I think keeps some brands away from social media. They realize that ongoing, consistent participation in social media gives their brands the best shot at standing out and connecting with customers, but they don’t feel like they have enough new things to share.

Since social media is not best used solely as another way to distribute news releases, I highly recommend that you outline the types of content you’ll share in your social media efforts as you develop your strategy and identify the places where your brand will participate.

Here are a few ideas to jump start the discussion. Please share your ideas in the comments.

Loosely-related Valuable Stuff
What is the big picture, end benefit that your brand or product delivers that adds value to the lives of your customers? Relief? Joy? Knowledge? Confidence? Health? Bringing people together? Once you’ve identified your end benefit, share anything in your social spaces that also delivers that to the people you’re connected with, even if it’s momentarily.

For example, SunTrust Bank gives you tools and tips to make solid, confident financial decisions. The company is kicking off its social media participation and one thing it’s doing purposefully is starting discussions around everyday ways to Live Solid. If I worked with a baby products brand, I’d spend a little time every day scouring YouTube and other places to find short baby videos and stories that remind parents why they love being parents.

Industry News
Don’t just share your news. Share news related to your overall industry that your customers might find interesting. It’s a way to keep them informed without it being all about your company.

For example, if you’re in a regulated industry, share updates on proposed, pending and new regulations. If something is proposed that would have a negative impact on the ability of you and your competitors to run profitable businesses, share your concerns with your social media connections. If appropriate, try to inspire and mobilize them to share their thoughts with regulators.

Your Personal Side
People want to do business with people. Actually, they want to do business with people they like. Empower your social media community managers to be human and share tidbits about their daily lives. Ask questions and acknowledge and implement the answers from people who take the time to respond. This helps humanize your brand and create personal connections with current and potential customers.

What would you add? What other types of things can brands share in social media spaces to add value to the conversations?

*Image by Grant Hutchinson.

A recent USA Today article caught my attention. Not only because it was chock-full with intense political showdowns between no-name citizens and state senators and representatives, but also because it held a great reminder for us in the business world, too.

Apparently, conservative groups and citizens have taken a cue from the impressive grassroots and social media efforts that President Obama used during his campaign to the White House. They’re using the tactics to mobilize like-minded citizens, provide information and encourage them to attend numerous town hall meetings being held by their local democrats with seats in Washington, D.C., to confront their representatives with concerns on issues like health care reform.

Here’s the part of the article that stuck out for me:

The outpouring of people and the impact they’ve had on the debate has surprised the president’s allies.

“I think people did not expect that people were going to act so vocally,” said Andrew Stern, head of the 2-million-member Service Employee’s International Union, a supporter of Obama’s health care initiative. “I think we were somewhat taken aback.”

Here is the takeaway for you and me:

Don’t underestimate your competition.

Assume they are plotting ways to take your customers, create more compelling marketing communications efforts and chip away at your share of the market. Don’t assume they aren’t sophisticated enough to match your efforts – or even one-up you.

What do you do to make sure you’re not letting your guard down? How do you stay ahead of the competition?

*Image by Cayusa.

Last week, I was traveling with two fellow marketers and something happened that stopped me in my tracks. It was a perfect reminder that even world-class marketing can’t overcome the simplest hurdle sometimes.

The Backstory
We were traveling for work and stayed at a nice hotel in a mid-sized city in the heart of America. One of the people I was traveling with had used this same hotel – and covered the costs – for nearly 500 people to stay in during a week-long, local event last summer.

We had to leave the hotel promptly at 6:30 a.m. in the morning to drive an hour away and meet with one of our client’s biggest customers to tour his operation. While checking in, we asked the front desk attendant what time breakfast was served and he told us 6 a.m.

The Hurdle
We met downstairs around 6:10 a.m. the next day. A hotel employee – let’s call her Bettie – was setting up the breakfast bar.

Bettie told us breakfast wasn’t available until 6:30 a.m. When we mentioned we were told it started at 6:00 a.m., Bettie told us that the person working the cash register wasn’t there yet and we’d have to wait.

One of my colleagues looked over in the direction of the food that was already out and Bettie quickly sidestepped to put herself between us and the breakfast bar – like a linebacker watching a quarterback’s eyes. My colleague asked if we could at least grab a box of cereal for the road. We were told, “No.”

We didn’t have time to argue. We had to get on the road, so we left.

The first thing my colleague said as we walked out of the breakfast area was, “I’ll never book another room in this hotel, much less 500 rooms the next time we have a big event in this city!” The hotel lost the future opportunity to make a few hundred thousand dollars for the sake of holding on to a $2 box of cereal.

The Takeaway
Yes, WE know Bettie was completely wrong. I bet that the hotel’s management staff, marketers and executives know that, too. Yet, there was Bettie, guarding the muffins like an offensive lineman heading to the Pro-Bowl.

Things like this can happen on the front lines of your company. (News flash: they probably have.) Use solid internal communications efforts to consistently remind colleagues that they have the freedom to color a little outside the lines in order to make a customer happy – and keep their business. Otherwise, all that smart marketing you’re doing is in vain.

Have you ever run into an incredible example of poor customer service like this? What else can a communications department do to help minimize the chances this happens in their company?

*Image by JHayne.

There are quite a few social media tactics that are shaded gray. For people who hold a strong stance either way, said tactics may seem more black and white, but the truth is that intelligent people have differing points of view on them.

Because of that, I strongly recommend that agencies and companies develop official stances on tactics that leadership feels are important enough – or “controversial” enough – to weigh in on and guide team members.

For example, ghostwriting social media content for executives and clients continues to be a hot topic. (Here’s my take on it, for anyone who’s interested) Some people think it’s a crime. Some think it’s perfectly acceptable. Some think it varies based on how involved the client or executive is in approving the content.

If your agency has various teams across various offices executing social media strategies, chances are good that the people leading those teams may have differing views on ghostwriting. Each team’s efforts affect your overall agency’s reputation – positively, neutrally or negatively. If you have a particular view on [insert tactic here], then it would be great for the rest of the agency to know that and plan efforts with that in mind.

The same can be said for companies. Many times, marketing works with an advertising agency, while corporate communications works with a separate PR agency. Those two agencies – and all the clients involved on the company’s side – may have different stances on the acceptability of a certain tactic, but what one group does sheds light in the online world on the entire organization – whether good, bad or ugly.

Tackling these issues collaboratively and proactively can lessen the chance your agency or brand may become the buzz of the online world for all the wrong reasons, at least not without first thoughtfully deciding how you’ll approach these touchy tactics.

Have you brought this up with your colleagues? What are some of the gray areas in social media tactics that you think companies should thoughtfully pursue guidelines on for team members?

*Image by Diogo Valerio.

When a client or superior asks you to think about a project in a way that doesn’t match up with what you initially think is best, how do you react? More importantly, when that news is passed along by a colleague out of the hearing of said client or superior, how do you react?

Do you immediately complain? Do you dismiss the client’s request as nonsense? Do you berate the news bearer for not immediately shutting down the asker?

Or do you absorb the information? Do you provide thoughtful insights into the specific challenges the request presents? Do you stretch your thinking and conjure up a completely new approach that not only meets the client’s or superior’s needs, but shatters their expectations?

We are not online advertising creators. We are not press release writers. We are not metrics reporters. We are – first and foremost – creative problem solvers. Ignoring the gut reaction to dismiss requests we deem as not stellar can actually lead us to creating interesting new ways to communicate.

I’m not suggesting we become order takers. We’re paid to think and engage our clients and colleagues honestly. What I am suggesting is that my way and your way isn’t always best. Recognizing that truth can put you in position to deliver surprising results that surpass everyone’s expectations - including your own.

What helps you look at challenges as opportunities? What helps you creatively solve “problems?”

*Image by Jakobb.

I admit it. Sometimes the spark that drives my creativity needs reigniting. When that happens, I usually hang out with toddlers.

Toddlers are creative geniuses. They don’t use anything for its intended purpose. They don’t color in the lines. They aren’t afraid to share their ideas or stories, no matter how ridiculous or far-fetched.

Toddlers aren’t held back by convention. They are the epitome of fresh thinking. Luckily, I’ve got two of my own who give me a refill of creativity whenever my tank is low.

What do you do when you need to rekindle the spark? What jump starts your creativity?

*Image by Brittany Randolph.