I’m definitely an extrovert. But as an extrovert, I wholeheartedly support many introverts’ aversion to constant group collaboration.

Introverts have been in the news a lot lately because there’s a new book by Susan Cain titled Quiet: The Power of Introverts in a World That Can’t Stop Talking. The author explores how our society thinks extroversion is the ideal and how this lopsidedness is selling us short in the creativity department … and a lot of it relates to how we collaborate at work.

Cain’s recent opinion article in the New York Times discussed how “Groupthink” has become overdone. Research shows that people are more creative when they can be independent, individualistic thinkers and enjoy privacy and freedom from interruption. And as many of us know, the solo spirits are often the inventors with the best ideas.

It’s not as though I don’t like working together* — and I definitely see benefits from it. It’s just that “formal” collaboration mandated under other people’s terms makes me nauseated. Perhaps it’s the stubborn child in me who didn’t like being told exactly when to do her homework.

Some of the best ideas are ignited under low-key circumstances or when trying to find solutions to problems (see Fast Company’s interesting article about this topic). Talking with a co-worker over a news article or a recipe can lead to a cool idea for a client — and no meeting agenda is needed.

Brainstorms are good to help make the forecast less cloudy, but the sunshine ultimately arrives in the privacy of introspection. Extroverts and introverts: please let me know where you think the balance lies.

Doreen Overstreet hopes to call a brainstorm with her boss soon to work out this problem.

*Disclaimer: I like and respect my co-workers who genuinely enjoy brainstorms and who have never faked an online calendar meeting in order to escape a real brainstorm.

According to the American Heart Association (AHA), heart disease kills more women than all cancers combined. But, only one out of every six women believes heart disease is the greatest threat to their health.

The Costa DeVault ladies are sporting red today in support of the Go Red for Women campaign, which aims to raise awareness about the dangers of heart disease.

Thanks to the AHA, the following are “Life’s Simple 7,” tips that will help you live a healthier life.

• Get active
• Control cholesterol
• Eat better
• Manage blood pressure
• Lose weight
• Reduce blood sugar
• Stop smoking

Millions of Americans will gather around their TVs this Sunday to watch the Super Bowl, and although most people enjoy watching the actual game, many viewers (like me!) are also looking forward to the commercials. With an average of $3.5 million for a 30-second ad, big game advertisers like Coca-Cola and Volkswagen are working to build momentum for their marketing investment. This year, many companies are actually advertising their Super Bowl advertisements, and USA Today even published an article about this trend.

Coca-Cola recently launched billboard and bus shelter ads with its famous polar bears inviting you to watch the game along with them. The company will also be streaming live video featuring the bears reacting to all of the game plays. And Volkswagen posted on its Facebook page an online video teaser with dogs barking the Imperial March tune from Star Wars (which has gotten 10 million views).

These teasers aren’t hyping the products themselves — they’re touting the brands. For many companies, the ad investment justifies the pre-game push if it builds buzz.

How do you think Super Bowl advertising has changed over the years? And do you think the pre-ad Super Bowl buildup is worth the extra effort?

Vanessa Tostes will be cheering on the good Super Bowl commercials this year … along with the New York Giants.

McDonald’s fell into some hot grease water recently when the company’s foray into promoted hashtags was met with much negativity. Their #MeetTheFarmers push caught my eye and I thought it was a genius idea. With the focus on local everything nowadays, it seemed the perfect medium to share the short YouTube videos introducing consumers to the farmers behind the lettuce, tomatoes and beef on the ever-popular Big Mac. The idea was focused and used the buzz of a timely topic. However, a few days later, McDonald’s went back for seconds with the promoted hashtag #McDStories – which sounds more like an organic trend (e.g., #WhenIWas15, #MiddleSchoolMemories) than one that, more than likely, came with a high menu price. Without getting into too much detail, the “stories” shared were not ones any restaurant would want associated with them.

Walgreens also experienced a similar – while not as public – situation recently when they paid to promote #ILoveWalgreens to the top of the Twitter trends list. There’s already a lot of commentary about what happened with McDonald’s and Walgreens, so I won’t add to it … but instead raise a question: What does this mean for one of Twitter’s most profitable offerings, the promoted trend?

As I type this, #GetSerious* is currently being promoted. Assuming it was maybe a tagline to an upcoming movie, I clicked on it to find that it’s actually being promoted by the U.S. Chamber in an effort to encourage the White House to “#GetSerious about jobs.” The hashtag – which has probably been used in the past organically – is vague and from what I can tell, being used to talk about everything but jobs. Whether this was an intentional “hijacking” or not, many Twitter users seem to have misunderstood the meaning behind it.

As with all things, promoted trend failures will undoubtedly get more media exposure than the successes – but with that said, will the recent examples deter other brands from taking on the risk associated with such a purchase? And if that’s the case, how can Twitter rectify the situation by making it a more controlled environment?

As a PR professional, will you think twice about recommending promoted trends to your client?

*The promoted trend “#GetSerious” has since been replaced by #TellTheWhiteHouse – a much less vague call to action, in my opinion.

Though my college career may have ended several years ago, I vividly remember how my shoulders ached after long days of lugging textbooks all over campus.

But now that Apple has debuted the “textbooks” category in its iBooks app, it’s only a matter of time before book-induced muscle pain is a thing of the past. As Mashable reported, Apple users downloaded 350,000 books from partners McGraw-Hill, Pearson and Houghton Mifflin Harcourt in the first three days the category was available. And with book prices starting at $14.99 or less, it’s no surprise that cash-strapped students find this option appealing.

To me, the most intriguing aspect of the story is that another 90,000 users downloaded the company’s e-book authoring software, iBooks Author, which allows people to create their own textbooks that incorporate multimedia and 3D content. Although Publishers Weekly reports that the digital self-publishing market has seen steady growth for several years now, the college textbook niche has been mostly untapped.

I’m interested to see whether the increasing availability of digital textbooks will make more students spring for the iPad or other tablets. If I were back in college, I’d be tempted. And I’ll be watching to see whether publishers take this as a cue to employ innovative marketing strategies to set themselves apart from others in the marketplace.

What do you think? Will brick-and-mortar college bookstores – and the weighty tomes they sell – eventually go the way of computer punch cards and library card catalogs? Or will they continue to be staples of the college experience?

Mary Tindall is a staff writer at Costa DeVault. She shudders to think of how much she spent on textbooks while earning her journalism degree at the University of Central Florida.

The column inches have been tallied … and the results are in!

In 2011, Costa DeVault garnered more than 55,750 column inches – and hundreds of thousands of dollars in ad equivalency value – for our clients. Shanon Larimer, vice president of global marketing at Baker Barrios, had the closest guess, and as a result, he had the honor of naming the Central Florida nonprofit that will be receive a free mobile website. We’re happy to announce that we’ll be working with the Orlando Downtown Arts District to create a mobile website that will keep all their members informed on the go.

Thank you all for your participation – and stay tuned for more promotions from us in the future.

Today, The Wall Street Journal had an interesting forecast section regarding ad trends for 2012. Predictions include advertising executives flexing their technology muscles, consumer-made customized products, more foul-mouthed ads and the marketing world embracing the mobile experience.

Christian Haas, executive director at Goodby Silverstein & Partners, stated, “In 2012, advertising will be more than ever the intersection of technology and storytelling.”

We’ll be looking for these trends while watching the ads in the Super Bowl this year. With a 30-second ad going for $4 million, will the dollars be worth the touchdown for the companies? Let’s see if technology and storytelling can make it happen.

From our Costa DeVault family to yours … Have a wonderful holiday season!

If I had to guess which Facebook pages are the most popular, I would chose Justin Bieber, Disney and MTV (not in that order). While they are on Facebook’s Top 100 Most Popular Facebook Pages In The World list, the chart toppers surprised me.

Currently, Coca-Cola^® is the most popular brand page on Facebook. Companies such as MTV and Starbucks aren’t even listed in the top 20. A recent USA Today article examined the ways in which Coke^® has begun to dominate the social media realm. Through the creation of smart phone applications and the use of contests and giveaways, the brand reached an unparalleled level of online intricacy.

While only a part of the company’s overall $2.9 billion advertising strategy, their efforts have clearly paid off. Wendy Clark, the company’s senior vice president of integrated marketing says that Coca-Cola places great emphasis on social media because consumers who follow their brand online are 10 times more likely to purchase their product. And it’s working: Coke’s beverage sales are up 6 percent worldwide year-to-date.

Coke has also earned respect on other social networks including YouTube, where its videos have been viewed 33.5 million times and Twitter, where it has 400,000 followers. While speculation is to be expected, Coke’s online success is nothing short of a well-calculated marketing takeover.

Earlier this month, Coca-Cola was named “Marketer of the Year” by Advertising Age, citing it as an example of how small and mid-sized brands also “can use creative stunts and strategic partnerships to get a lot done on a smaller budget.” This recognition further solidifies their claim as one of the best in online conversation. Coke’s secret? “Letting fans be fans,” says Michael Jedrzejewski, one of the pages’ original creators. “People are savvy enough to know when a Facebook page is contrived and manufactured.”

What are some of your favorite brand pages on Facebook? What sets them apart from the rest?

Kristin Serio is a social media coordinator at Costa DeVault. She enjoys piña coladas, long walks on the beach and a daily Diet Coke (or two).

The Costa DeVault team took a break last night to have some fun together at our annual holiday dinner at Enzo’s on the Lake. The night was filled with good food, great conversation, lots of laughs – and even better company! It’s safe to say that it was the perfect way to round out the 2011 year. All of us at Costa DeVault wish you and yours a happy, healthy holiday season!

For photos from last night’s dinner, visit on.fb.me/CDHolidayParty2011.