When I started Egg, I found myself an accidental entrepreneur. I had quit/gotten fired a bad job with a horrible boss. I started writing press releases. And stock tips. And emails. And resumes. And anything that would pay the bills. In some ways, I still have that mindset.

As an entrepreneur who is struggling (is there any other kind?), we tend to do whatever it takes. But is that actually detrimental to us? Everything I’m reading (including All for One) is pointing me in a single, focused direction. It’s urging me to shed the low-pay, non-focused efforts in favor of the niche I’m trying to create for myself.

And so, I will have to say no.

I will be more picky. I won’t sign up to market services (nothing against them, but it’s much harder to measure interest in something intangible than a product that gets bought off a shelf).  I won’t take on any teeny one-time projects. They don’t allow me to really help a business develop its brand, and the clients always expect too much out of a single press release.

I will look for projects with large budgets. With a desire to work with a marketing consultant long term. That understand that marketing doesn’t happen with a single email, press release or two weeks of social media. That it’s about long term commitment to building a brand.

And by asking for it, I will receive it. (cue heavenly music)

What about you? Could you stand to start saying no (I think no matter who you are, you could.)? I’m looking forward to saying no (unless you really really need a press release. Wait–NO!!!)

She points to a really fantastic presentation by Olivier Blanchard, which I will also use here:

Christina talks about goals, and the importance of having them before you even try to find your ROI. And it’s true. I know so many companies who want to get into social media because everyone else is. But why? What do you hope to attain by doing so? It’s not going to get you instant sales, so you need to be ok with using social media to build your brand and connect with your customers. If you think this is a waste of money, social media is not for you.

Assign a value to everything you do. If your Twitter reach is 5,000 people, that’s worth something. (not if you don’t interact regularly, though). If a Google AdWords click is $1, that’s a value. What’s a click worth from Twitter? Even if you start with arbitrary numbers, at least you’ve got something to look to for metrics. If you spend 20 hours on Twitter to get 1 sale, that ROI isn’t as good as if you spent 15 minutes crafting a custom email. Got it?

Here’s an interesting Twitter conversation I had with @jacobm on the subject.

What are your thoughts? Do you measure social media ROI? How?

I get releases that are simply a cut/paste of a press release. That has nothing to do with my interests. Trash. I get endlessly long email pitches that take forever to get to the point. Trash.

Here are 5 ways you can be sure to end up in the trash. If that’s where you want to be.

1. Don’t read the blog or website. You’re a busy person. Why bother reading the source you’re pitching? They’ll be interested in your fantastic news no matter what.

2. Cut and paste. Again, busy. It saves time to just cut and paste your pitch (including the snazzy Dear Editor title) for each email you send.

3. Make it long. The more info, the better, right? Besides, you’re such a good writer you know they’ll be hanging on to the edge of their seats until you get to the point…waaay at the bottom.

4. Don’t bother with goals. You just want to spread the world with your news, so coming up with objectives and goals for your PR campaign ain’t worth the trouble.

On the other hand, a well-crafted pitch gets my attention, even if I may not be interested in the subject. Take Natalie Sisson, of ConnectionPoint Systems Inc. She recently sent me this pitch.

Hi Susan

I read your Facebook pages blog sometime back and thought you’d be a super handy person to contact since you’re so clued up on Facebook, blogging and social networks. We’re a Vancouver startup that recently launched our Facebook application  FundRazr – the easiest way to collect money and manage members on Facebook. We believe we can change the face of fundraising and payments in social networks.

Is there anyway we can talk to you about our application and doing a story that would be interesting to your readers?

I’ve attached our latest press release so you can read more.

Thanks in advance

Natalie

Why I like it.

• Flattery works. She said she read some of my work. Then she said I’d be the best person to share this with. (watch my peacock feathers ruffle)
• She told me in 1 sentence what her company does. Rock.
• She politely asked if I’d want to share this info.

While this is a little off from what I write about, I did decide to include FundRazr in an upcoming post…because she pitched me correctly.

What did you learn from this?

Networking

If you’re looking for a way to share your contact info with others, try the Professional Profile: Networking app or Business Cards.

Planning an Event

If you hold events, be it online or in person, you can use one of the many Event applications to help herd people and gauge attendance. Eventbrite is popular, because you can accept payment through this app.

Fundraising

If you are a nonprofit or organization, you know that collecting funds online can require a sophisticated web interface. Try instead using FundRazr, the Facebook app that lets you collect money and communicate with supporters.

There are tons of other Facebook applications that might serve other needs you have. Search for them and see how you can add to the experience a fan has on your Facebook page

I am hanging out with the wrong crowd.

On Twitter and Facebook, I hang out with social media and marketing types. I read the same types of books. But if I’m working on branding myself in a niche, shouldn’t I be hanging out in that niche??

Go ahead and say it. Duh.

Still, it takes a catalyst for us to have these realizations, so I’m pretty proud. I recently honed my focus into products that appeal to women and mothers. I wanted to pick an industry that I knew, liked and was comfortable working in. I’m a woman and mother, and working with my GiveDaddy giveaway blog, I realized how much I like telling others about great products.

So I have made it my goal to do the following:

• Spend less time following social media and marketing conversations
• Finish reading the stack of social media books I owe reviews on, then switch to reading about marketing to this demographic
• Attend product related trade shows next year rather than focus on blog conferences
• Pay attention to more brands on social media
• Establish myself as someone who knows her stuff in this realm

That’s not to say I’m foresaking my social media buds. I still learn a ton from them. But I need to follow a different school of learning if I really want to get good at my industry. It’s easy to stay complacent when we truly have mastered something, but how hard is it to leave the comfort of the nest and try to master something else? Pretty hard. But I have you as my witness, so I’m going to be just fine.

What about you? What’s that thing you’re fantastic at that you don’t want to leave? Could you stand to hang out with a different crowd online to learn something new?

Flash forward to today. Stories come in via Twitter, Facebook and AP RSS feeds. Journalists are now hybrid reporters/bloggers. Their content is more important online than it is in print. Newspapers themselves are forced to adapt to how technology has changed its format…or shut its doors, the way so many have.

Good journalists know they have to open the doors to the masses via social media tools. They need to be accessible, even if that means a constant stream of pitches. They have to, because their jobs are about communicating. And that’s what social media does.

And yet, I’m amazed at how few newspaper websites list journalist and editor Twitter IDs.  Back in Orlando, the Orlando Sentinel has a page with all the journalists’ Twitter IDs. MuckRack is a gathering of journalists who can be found on Twitter. Why, then, don’t more journalists embrace the inevitable and use social media to get their jobs done?

Maybe because they’re resistant to change. Maybe because like so many large corporations, they fear what social media will bring.

I say, bring it on.

Regular readers know that I talk about how to write a press release and what to do with it next. Press releases are still an important part to any PR and marketing campaign, but make sure you have a strategy as to what you want them to do. Here are some tips:

• Make a list of topics you can write about so that you have releases coming out monthly or more frequently.
• Spread them through Twitter, Facebook and other social media sites.
• Write your release in terms of how it benefits your consumers.
• Write a headline that makes people want to read more.

For more great tips, as well as detailed instructions on how to write a press release, take my How to Write Killer Press Releases ecourse for just $20.

I rushed to our cleaners, not really hoping I’d be able to convince them to have them ready before they closed on Saturday. I politely asked the man if they could possibly be ready. I could see the consternation on his face. I was asking a lot. He went to the back and asked, then came back and told me to call that afternoon to see if they could do it. I can do that.

2 hours later I get a call from him. Saying the pants (all 5 pairs) are ready. Now. Wow. I can’t beat that.

I was so grateful I wanted to buy him a gift. But I decided the best gift I could give him was my continued business and maybe a little mention on something called a blog (they’re not well known in my parts).

For my Egg customers and contacts, I often send them postings from Help a Reporter Out that I think they should take advantage of. I don’t charge for this service; I do it out of the kindness of my heart. Really.

A former boss would send his investor relations clients newspaper clippings of interest. Same concept.

You’ll find success in customer service by going out of your way to help someone. And they’ll tell others. I guarantee.

Are you familiar with trending on Twitter? Basically it’s what people are talking about right now on Twitter. It could be Kate Gosselin. The real Shaq. The economy. Halloween.

If you use Twitter, you may have noticed on the right hand side of your profile page a list of Trending Topics. Click on any of them and you’ll see the most recent streams mentioning this word or hashtag. If you’re interested in the topic, it’s a great way to see what people are saying about it.

Halloween is currently a trending topic. Understandable, since it’s just around the corner.

Let’s look at this from a marketing perspective. If you could find some relationship to Halloween and tweet about it, your tweet would appear in that trending stream. People would click on it. They’d follow you. They’d visit your website. Not bad for 140 characters.

Let’s give it a try. What do you do? Are you having a Halloween sale? Selling special items just for Halloween? If you can’t think of anything that directly relates, try offering tips. Write a blog post (a la this one) and tweet it out to get traffic to it. Here’s a few suggestions:

• PR people can tweet 10 Halloween-worthy press release ideas
• Real estate folks can tweet top not-so-scary housing markets with hashtag #halloween
• DJs can tweet Halloween party venues

Get creative. It’s fun. And you don’t have to stick to Halloween. Take any trending topic and relate it to what you do, then make sure to use that keyword or hashtag in your tweet. Track the traffic that comes to your site as a result.

Until recently, I used BaseCamp to manage my projects for Egg Marketing. It was great, and I didn’t have a negative reason for switching…other than price. I came across Projecturf, and for the opportunity to save $10 to $20 a month, I thought it was worth looking at.

Projecturf is great if you’ve got multiple things going on (and who doesn’t?). You might think, “Project management? That’s not what I do.” Think again. If you’re an entrepreneur, you likely handle:

• Payroll
• Hiring
• Product design or supply
• Expenses
• Internet efforts
• Marketing
• Cleaning the toilet

So don’t tell me you don’t manage projects! I often have trouble keeping up with what needs to be done next. I have freelancers working on projects, and honestly, sometimes I forget to check back with them. Projecturf makes it easy. You can manage different projects, upload files, create to-do lists and manage milestones. You can communicate with employees in one place and manage their time cards.

Let me give you a demonstration. Before I used project management applications, I would have a task that needed doing. I would decide which employee could do it. I would email her (yes, we’re all chicks) and give her the description and ask if she could do it. Sometimes I’d write out further instructions on a Word doc. Sometimes I used Google docs. I was inconsistent and unorganized. Here’s that same process on Projecturf.

As you can see, it’s a lot faster to use Projecturf!

In the book, the guys talk about it being difficult to maintain authentic relationships with more than 150 people. I can attest to that. I’ve got over 4,000 followers on Twitter and 1,000 friends on Facebook. After scanning the streams, I feel like I know less about all these people rather than more.

So I decided to make my 150 list. It’s going to have 150 of the people I want to interact with regularly. That might mean checking in on their blogs once a week, sending a Facebook message, paying attention to their Tweets. And that’s not to say I won’t pay attention to anyone else. But I want to make an effort to really listen to these 150.

So where am I with my list? I have about 40-50 so far. It’s harder than I thought. For each person in my contact database and Facebook friends list (I haven’t even hit Twitter yet) I ask, “Is this someone I want to pay extra attention to?” I want to pay attention to everyone but the real question comes down to: will I benefit from listening to this person? Will they benefit from listening to me?

I will make my list flexible. I can switch out people as my interests change. I used to read ProBlogger much more than I do now when I was starting out blogging, but these days I’m less about the how-to of blogging and more about developing solid content. That’s not to say Darren Rowse isn’t worth listening to; I’m just knee-deep in other areas right now.

My goal in this is to cut through the noise. Hearing so many virtual voices in my head is starting to be a deterrent from my work, and it’s keeping me from building really good relationships with the people I do care about.

What about you? Could you stand to focus on a few less people? Who would be in your 150?

It’s clear that the public relations landscape is changing. No longer does emailing a journalist a press release always result in coverage on major news channels (there are exceptions, naturally, but the average business doesn’t get on Oprah). These days, journalists (and yes, bloggers too) are inundated with press releases. It’s easy to hit delete and move on.

How do you get your pitch heard above the din? Conversation. Engagement. Interaction.

Social Media is Key in Your Pitch

Pamela Johnston of PJ Inc. Public Relations says she avoids doing certain things on Twitter () that are looked upon negatively, like:

• pimping client news

• straight out traditional pitching

• sending random things to people/journalists she doesn’t know

I like that she doesn’t use traditional methods of pitching on social media. You can’t apply the same methods you used 10 years ago to Twitter. It’s impossible. Instead, you must find new ways to reach media contacts.

The world is small these days. Social media tools like Twitter, Facebook , LinkedIn, Kirtsy, Digg, blogs, video and web sites are quickly becoming integrated. It’s fairly easy to connect with someone and keep up with what they’re doing. Journalists and bloggers are no different.

Social Media as a Learning Tool

I make notes in my contact database with links to all her sources. I then make a plan to interact with the journalist in her own space. I comment on posts I like. I retweet her content on Twitter. I send a brief note on Facebook (not pitching a story, but sharing one of her posts I liked and asking to connect). This way, by the time I’m ready to pitch her, I’m already on her radar.

Pitching a media contact is a process. It’s not something that will happen overnight. Plan ahead and work for several weeks to get to know a journalist or blogger for best results.

Be A Resource

It is quite common for reporters, news producers and anchors to post something along the lines of “looking for interesting stories about ______ to discuss today.” Being part of an agency, it is critical for me to capitalize on those opportunities for my clients. Often times, this doesn’t require a “pitch” as much as connecting a reporter with a resource (hopefully my client).

This goes back to monitoring social media. Your best successes might not come from a pitch at all, but rather the reward of being a good listener and paying attention to the journalists you can help. Journalists like being helped better than they like being pitched.

Keep reading the post on Mashable.com.

This year’s topic is climate change. I tried to find a way to tie this into what I usually talk about, but I came up empty, so I thought I’d just talk about how this initiative is spreading to over 6,000 blogs globally. Viral marketing at its best.

The fact that just about anyone who gets an email or Tweet about this event will participate speaks to the ability we have to affect change.  And that it’s about social good, educating people about climate change helps us connect in a way we never have before on these types of issues. This year, the blogs involved are expected to reach more than 10 million readers. Can you do that?

The video was ranked #7 on AdAge’s viral video chart and quadrupled in views in less than a month.  Here are some other impressive stats that are a direct result of this video:

• Facebook – 5,873 fans
• Twitter – 1,179 followers
• YouTube – 585,130 total views, 111 Subscribers
• MetaCafe – 519,906 views of “Parental Controls: FAIL Alt.”

The video advertised a contest, which since the video first aired has had over 5,000 entries.

Clearly Trend Micro is doing a great job of using video and social media to get the word out. I give them a kudos.

Work with what you’ve got: followers

When looking at your Following list (which you should do several times a week if you’re heavy on Twitter), look at each person who recently followed you. Scan their profile and their tweets and determine if it’s a good fit. If their Twitter stream consists of them posting their own link over and over again, I move on. If they seem to be engaging in dialogue with others, even if it doesn’t relate completely to my field, I’ll follow back. But if I see the words MLM, make money fast, I just added 455 followers…I run for the border.

I judge a book by its cover. I do. And on Twitter, if your profile page has you pointing at me or holding up lots of money, I’m not interested in what you’re selling.

Finding new contacts

Once you’ve gone through your Following list, you’ll want to add others to follow. Use the Twitter search bar and search for keywords you’re interested in. This might be your industry (for me, marketing, PR, social media, etc) or a hobby you’re interested in. Or your location. Find the people that are talking about these keywords and follow them. Feel free to jump into a conversation that interests you. That’s what Twitter is for.

Grow your list

For me, Twitter is about expanding my reach to an ever-increasing audience. That means a relevant audience. The more people I can help with my marketing wisdom, the better I feel. And hey, if it turns into sales or speaking engagements, so much the better. Work to grow your list smartly. Don’t just add people just because you can, because this won’t get you anywhere.

Right now we’ve got two courses and will be adding more (we’re also looking for instructors so if you want to teach something marketing related contact me):

How to Set Up a Facebook Page for Your Business

How to Build Media Relationships

I hope you’ll sign up and start your marketing education today. The classes start at $10 each. You can’t beat that!

Want a different topic? Feel free to suggest it!

I also loved his approach. This is a great way to spread the world virally because of course each of us who were interviewed will be egotistical enough to share the video, helping him reach a wider audience!

At any rate, here’s the video. Go buy the book.

Aaron Brazell made me ask myself:

• Who do I influence?
• What do I bring to the internet
• Do I really want to be internet famous and dirt poor?
• Am I helping (for free) or doing (earning $)?
• Do I have a goal for my blogs?

He told us that trying to be someone else just makes you a bad facsimile of yourself. I often look to Chris Brogan as my model of what I’d like to do. But maybe that’s not it. I couldn’t have Chris’ schedule, traveling so much. I’m sure he sacrifices a lot. I have to figure out what the brand of  Susan Payton looks like.

Chris Brogan gave a great presentation and told me (us) to be self aware, not self involved. He made me realize that people come back to me because I can help them. How can I better help them? He also said that no one is going to give me permission to move on to the next big thing. I have to give myself permission. And that struck a nerve, because I think I’ve been hanging back from whatever that next big thing is. Fear? Yes. Laziness? Sure. So I’m processing this.

As you can see, I have a lot to chew on. I’ll spend this week answering some of these questions (and you should too).

The Old Days

After World War I, a guy named Ivy Lee invented the press release. It was said that a press release helped foster a two-way street, where the client would listen to the public, but let’s be honest: it was more of the “enough about me, what do you think about me?”

In other words, companies wanted to know what the public thought of them, not just what they thought in general.

Fast Forward to Today

It’s been slow going to get to the conversations that are happening today: not just about brands, but about what consumers want. And I mean slow. A year ago, I didn’t see nearly the number of companies who got it. Who understood that social media and blogger outreach was part of the PR landscape that was not an option but rather a requirement for survival.

I go to these conferences today and see brands that don’t need me to explain why they should work with bloggers. They’re there, in the thick of things. They know that a well done product review by a blogger has 10 times the selling power that a print or even internet ad has.  They know that giving away free products on blogs helps get them traffic and interest. They want to be a part of the revolution.

And I sigh with relief.

Because I’ve spent the last year trying to swim upstream in a river of small businesses who want solid results. Apparent ROI. Familiarity. Companies who, because they didn’t know what a blog was assumed they should ignore them. Companies who were run by old white men who have secretaries do all their work and never ever used a computer.

All this is changing, and I am thrilled. It’s a new day in public relations, and I, for one, am happy to be part of the pack leading the way.

Let’s get started. Here’s your first lesson. Repeat after me:

I will not sell my product/service at a conference.

Say it again. Go ahead, I’m waiting.

Conferences and networking meetings are designed to expose you to a lot of people. You’re surrounded by hundreds of other people and lots of noise so you get about 60 seconds to make any kind of impression. Take a business card and make a note of how you can build that relationship.

Some relationships will bear fruit. Others won’t. I have contacts I met last year that are only now coming into fruition.

The key is to go into networking with the attitude that you want to find new people to pay attention to. You can then go home and connect on Twitter, Facebook, their blog, Whrrl, etc. As you see fit, leave comments and send notes to the people you met. Keep the fire burning. When the time is right, you’ll find a way to work together.

Am I being harsh? Does this bother you that I’m telling you to spend hundreds of dollars to attend a convention only to not come away with ROI? Think about how you’d feel if you met someone and 30 seconds in, they’re pitching their product. You’d be turned off. But take that same person, let him hand you his card and walk away. Curious, you follow him on all the channels. Turns out you’re both into baseball. There’s a conversation starter. You talk through Twitter for months when suddenly you need what he has. He’s the one you’ll go to, right?

Now you get it.

So if you’re networking with the mindset of getting something out of it, shift your thinking. You’ll reap even more benefits if you do.