carriewriterblog

Creating Suspense in Your Storytelling: The Downhill Racer School of Evocative Detail

noreply@blogger.com (caroline jaffe-pickett) — Wed, 08 May 2013 01:00:00 +0000

I am now officially obsessed with the 1969 film, "Downhill Racer." I had always heard of it, but never was curious enough to get hold of it until I read the recent New Yorker profile of author James Salter, who, I learned, wrote the delicate and understated screenplay. The profile of Salter was so intriguing that I not only placed an order at our local library for "Light Years," one of his most famous novels, but for "Downhill Racer," which I thought would be particularly cooling during a 95 degree heat wave.

Fast forward to 2 days after the home viewing of "Downhill," and I'm still thinking about why this film is perfect for a writer to watch and learn from. Part of this no doubt has to do with what the film isn't. Roger Ebert, in his review, called Downhill Racer "the best movie ever made about sports -- without really being about sports at all."

"Some of the best moments in Downhill Racer, he writes, "are moments during which nothing special seems to be happening." Therein lies the secret to the suspense building, and the genius of the film -- it catches the viewer's attention subtly, through the smallest of details.

David Chappellet, (Robert Redford), plays an obscure Colorado skier who gets a chance to join the U.S. Olympic ski team when one of its key players is injured. The film is basically a roller coaster ride of emotional ups and downs, in which Redford's character flies down mountains so steep, it's a leap of faith just to see him on the ski lifts. At the same time, in his personal life he experiences one empty relationship after another, including a depressing visit home to his remote father, and women who are merely placeholders.

Here are some of the details that make the film so suspenseful and rich:
*Close Up On The Boots: I must have counted over a dozen sequences in which the fastening and adjusting of the ski boots just before a race becomes a signature plot device to build tension. There is the pop of the straps as they close, and the suspension of the skier's legs just before the race launch.

*The Clock: The camera frequently zooms in on the circa 1969 timer used to mark the start of the race. Each time Redford has a run, there's a close up of the clock, showing and clicking off each second.

*The Scenery/Camera Work: The scenery has plenty of powdery slopes, steep angles, and ice capped mountains that serve as a persona in the film in their own right, practically giving the viewer vertigo and nail-biting drama. And of course, it plays with the viewer's faith in Chappellet. Will he fall? Will he realize his Olympic dream? In a Vogue article, "The Slippery Slope: Robert Redford and Downhill Racer," author John Powers comments:

"When I first saw Downhill Racer, I was wowed by the handheld-camera work that gives you a skier’s-eye view of whooshing down a mountainside. The footage is still exciting, not least because you can tell it wasn’t manufactured by some schlub sitting at a computer. Still, what struck me when I watched is the film’s brisk tautness (Salter was clearly channeling Hemingway) and its documentary feel."

*Ritz Crackers: Yes, crackers. In the scene where Redford visits his father and they have a tense scene where they are visibly not connecting, Redford snacks on the crackers, and his character appears more nervous then navigating the Olympic course Alpine slopes. It's a perfect juxtaposition of the mundane world, vs. the fame and fortune of making the Olympic team, and perhaps even winning. "I’ll be a champion," Redford says. To which his father crushingly replies, “The world’s full of ’em."

*The Women: Redford's character Chappellett has 2 flings in the film, one with his hometown sweetheart, with whom he is completely disinterested aside from a brief tryst; and another with the worldly and wealthy Swedish actress Camilla Sparv, whose passion disintegrates to passive interest rather quickly, on both their parts. In the case of the hometown fling, Redford asks: "do you have any gum?" when she asks for career advice. In the case of Sparv, he throws up his hands at the leather gloves she gives him as a gift, and turns on the car horn when she offers excuses or not visiting him over the holidays. In the end, the women are just a foil to show that David does what he wants, whenever he wants.

These are just some of the details used to great effect in this winner of a film that, ironically, did not fare well. Although it got good reviews, Paramount dumped it. Ironically, in a film that explored all the trappings, myths, and enticements of celebrity, it wasn't until "Butch Cassidy and The Sundance Kid" that Redford rose to superstardom, only to see his own career rise and fall in the slippery slope of fame.

What say you? Do you have a favorite film whose screenplay resonates with you in terms of the writing? Are you now inspired to see "Downhill Racer" and
watch for that ticking clock at the starting gate?

-Carrie Jaffe-Pickett
writer, editor, downhill skier in spirit
@carriewriter

25 Ways to Improve Your Writing Now

noreply@blogger.com (caroline jaffe-pickett) — Tue, 30 Apr 2013 16:05:00 +0000

Sometimes we get so carried away with marketing plans, search engine optimization, making offers, and keeping our writing short to match even shorter attention spans, that we forget one of the most important aspects of communication: good writing. This isn't something we necessarily learned in school, though we could have. And it isn't necessarily self-taught, although it could be. Much of the best writing comes with practice, and an understanding if what, why, and to whom you're communicating to begin with.

If you're feeling like you need to get back to the basics with your writing skills, or even that you want to reconnect with words on the page whether for business or pleasure (and it should be pleasurable), read on for my list of tips, and see if they resonate for you. They apply to all types of writing, including blog posts, books, business writing, letters, etc.

1.Start At the Beginning

2. Be Specific

3. Express Your Unique Voice

4. Be Relevant

5. Be Organized

6. Find Your Fluidity

7. Vary Your Sentence Length

8. Use Words Your Readers Will Understand

9. Avoid Cliches

10. Read and Writing are Connected.
Read A Great Article, Blog Post, or Book, Often

11. Edit and Proofread

12. Appeal to the Senses

13. End at the Ending

14. Create A Sense of Urgency

15. Be Clear

16. Read Your Writing Out Loud

17. Unplug and Find Quiet

18. Have A Great Story

19. Create Suspense and/or Mystery

20. Enjoy Yourself and Don't Think of It As Work

21. Observe Everything

22. Discover What Inspires You

23. Be Surprising

24. Take A Risk, or Several

25. Take A Break, and Come Back

These are just some tips that have helped me over the years.
What about you? What writing tips can you share, and what are your greatest writing challenges?

-Carrie Jaffe-Pickett
writer, editor
@carriewriter

5 Social Media Contradictions (and How to Manage Them)

noreply@blogger.com (caroline jaffe-pickett) — Tue, 23 Apr 2013 01:47:00 +0000

Every day, both the benefits, limitations, and challenges of social media are tossed around like a virtual ping pong ball. Just last week, USA Today reported that social media was a "bust" for small businesses, while a report from Direct Marketing News states that social media spending is expected to double in 5 years. No doubt the debate over the role of Twitter and other social channels, and citizen journalism in the midst of catastrophic events such as last Monday's Boston Marathon's explosions, will continue for years. A quick search for the terms "social media" and "Boston" yields over 20 headlines on the first result page alone, with titles such as: "Boston Explosions-Information and Misinformation," Social Media Plays Critical Role in Boston Marathon Response," "Boston Bombings- Social Media Spirals Out of Control," and others.

Social Media may be too new to arrive at any easy solutions for now, whether it be breaking news or business branding. In the meantime, here are some contradictions I have found, with some suggested ways of approaching them.

1. Be authentic, but then again...it's not about you.
We are repeatedly told that it's important to be authentic, and yet our posts should not be about us. They should be about YOU. You, the follower, subscriber, member. This is true to an extent -- our audiences don't necessarily want to hear about us all the time, including what we ate for breakfast or a chronicle of our every waking moment. However, they do need to know something of who we are, particularly if an "ask" or an offer is coming down the road. If I'm making a purchase, I want to know a bit about who I'm buying from, and then once I've bought something, I might want to know where they just travelled, or who else they are connected to that I might know, or what they are publishing on their blog...that kind of thing. A good ABOUT page that describes their interests, credentials, education, and accomplishments, is a great way to start the dialogue. A good consultant will know how and when to turn the conversation around with a potential client, and it's perfectly alright to say: "Enough about me, how about you?"

2. You need to market, but you're not a fan of selling.
The new marketing is storytelling. If you like to write and tell and photograph and record and video stories that are relevant to your audience, you and your brand will be relevant to them.

3. You know you should have a distinct strategy for each of your social media profiles, but you've got lots of other stuff to do, and automation is tempting.
It's better to start slowly and cross promote from one platform to another, as you establish them. That way, your brand grows organically, and you have some nice choices in what channel works best for what offering you have. Great tools out there such as Hootsuite and Buffer allow users to organize master dashboards and schedule social updates in advance, as well as view metrics and other tracking information. You can also set up alerts to monitor trends, people, and keywords, making your job as community manager easier. While a lot of automation is not recommended and can create the image that you aren't paying attention to your community, you can automate some of your updates, particularly those that aren't time sensitive. Twitter lends itself to automation, provided you add to the mix some direct responses, or replies, retweets, and hashtags when attending or reporting a live event. Facebook generally works best when you are posting live.

4. Infographics and visuals are the latest trend, but how does that reconcile with SEO and copyrighting?
Infographics are actually a great SEO boost. An infographic is basically "link bait," which is web content created to attract attention, shares, and buzz. A big part of SEO is building the number of inbound links that point to your website or webpage. Since infographics display information in a pretty package accessible to most audiences, the result in lots of inbound links back to your website as more and more people share.

5. You're reading that blog posts should be about 500 words...and yet long form copywriting is also on the upswing. So, how long should your blog posts be?

There are no hard and fast rules as to blog length, and most of the advice I've read is to say what you need to say in the best way possible. Generally, between 400-600 words is recommended, but the occasional post that runs longer is fine if you can keep the reader's attention. Some bloggers only publish monthly, but they write nearly 2,000 words, which their audience has come to expect. Others, like Seth Godin, are famously short when it comes to blog posts. I am a great Seth Godin fan, but I have to say that when he writes posts longer then 3 paragraphs, I don't find them as powerful or succinct. I just finish The Icarus Deception, which held my attention and was a refreshing break from the short form style he publishes daily.

So, what say you? Are there any glaring social media contradictions that you'd like to see resolved sooner rather then later? What kinds of social media challenges come up for you own a daily basis? Share in the comments!

Marketo Keynoters Naslund and Bauer Connect Social With Change

noreply@blogger.com (caroline jaffe-pickett) — Mon, 15 Apr 2013 14:00:00 +0000

I've been a long-time fan, subscriber, and follower of both Amber Naslund and Jay Bauer, who consistently provided fresh insights and marketing savvy for their audiences. Amber is President of SideraWorks, former VP of Social Strategy for Radian 6, and co-author with Jay Bauer of The Now Revolution (affiliate.) Jay is Jay Baer is a digital marketing strategist, speaker, and author. He founded Convince & Convert in 2008, and has consulted with more than 700 companies on digital marketing. He was named one of America’s top social media consultants by Fast Company magazine, and the Convince and Convert blog is ranked as the world’s #1 content marketing resource.

When I heard they were among the keynoters at last week's Marketo Summit, (I've been to several great Marketo events so I know they are the real deal in terms of marketing), I dashed into Dan Francisco and grabbed a seat, just in time to catch their thoughts on organizational management, how social media is affecting the workplace, the importance of marketers as change agents, "Youtility," and what the future holds.

This blog post also sets the stage for Amber's Keynote, and here are some highlights:

Be a Polymath: that is, know about a lot of things and wear many hats - this will make you indispensable in the workplace. HR, legal, customer service -- these are all interconnected areas linked to marketing.

Teach and Motivate Others, and Be Change Agents: As marketers, it's our role to take the lead not only in teaching others, but in motivating your team and making sure everyone "gets" social marketing. It is not a solo endeavor.
Numbers and Metrics Mean Nothing Without Action: How many organizations spend enormous amounts of time and money on metrics, without changing their action plan and strategy? It's crucial to look at your numbers and use them as the basis for making decisions going forward.
Endquote: "If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea." -Antoine de Saint Exupery

Following are highlights from Jay Bauer's Keynote:

Helping vs Selling: Selling is one thing, but if you really help a customer, they'll be your customer for life.

Marketing Today Has Unique Challenges: Marketing is harder then ever. Audience fragmentation, the proliferation of blogs ( over 13,000,000), lack of trust in businesses, the explosion in "self-serve" sources for referrals (Yelp, etc.) and the convergence of personal and professional, are just some of the challenges for marketers.

Teach Well: The best marketers are always answering questions. We should be less concerned with selling better, and more concerned with teaching better.

Learn What Your Customer Needs: Use Keyword search, web analytics, social chat, internal search, and surveys, to find out what your customers need the most.

Plan Your Utility: Events, ebooks, print books, blog posts, and videos, are all tools to effectively educate your customers. Make your utility a process, not a project.

The Best Plan for the Future? Content and Market the Marketing: The future of marketing is having a plan for each part of your content -- this is where social media comes in.

And now to you. What do you think the future of social marketing holds? And what can we invest in now that will yield the greatest results in the next 1-5 years? Share your thoughts in the comments!

For Best Lead Capture: Enews First, Facebook Second

noreply@blogger.com (caroline jaffe-pickett) — Mon, 08 Apr 2013 09:05:00 +0000

I've recently met several small business owners who were enthusiastic about wanting to stay in touch with me. All well and good. But instead of passing along their business cards, or jotting down their email or website info, they gave me their Facebook URL, as if this was all they needed.

Here are a few reasons why people do this, and why that's not the best way to go.

Reason #1: I'm In A Hurry.

Not a good reason. If you have time to organize a pretty good Facebook Business Page, along with an effective Timeline Cover photo, some interesting custom tabs, and good status updates that keep the community engaged, you have time to set up a decent website and enews, which is what you should focus on first when establishing your business. Why? Because Facebook is not your own, and as we've seen over the past few years, it is highly likely to change in ways we may not even like. Your website, assuming you create something like a custom Wordpress site with your own vanity URL, is your own online real estate, and you should take it seriously.

Reason #2: Everyone's On Facebook, So..."

Just because it seems like everyone may be on Facebook, that doesn't mean you should before you're ready. It's best to roll out your social profiles gradually, so you have time to establish your strategy, and how that intersects with your marketing or business plan, as well as how you will evaluate the metrics. Otherwise your efforts will most likely prove a waste of time.

Reason #3: My Business Isn't Really Ready Yet...

If your business is too new, meaning that you're not sure of your mission, or your products are simply not ready yet, you shouldn't be launching a Facebook Business Page yet, as you'll only confuse your audience. Effective Facebook pages are specific, about everything from prices and graphics, to promotions and branding. Your Facebook presence should grow organically out of all of that yummy goodness.

Now, back to that newsletter...

Here are 6 reasons why you should focus on your enews first.

There's nothing more valuable for your business then your list. The folks who opt-in to your enews are getting your communications directly in their in boxes, so you know they'll see them. On Facebook, your updates can easily get lost in the busy newsfeed, even for Fans who will more then likely miss most of your posts just by the nature of the platform.
There's probably no one following your blog. It's not unheard of to publish a beautiful website or blog, only to find that no one is subscribing or visiting. It's not a great feeling--kind of like spending hours organizing a party only to have no guests. You should be using your enews to promote and highlight your blog, encouraging your readers to convert to blog subscribers. Blogs typically publish more frequently, giving you that much more opportunity to establish your voice and brand, make offers, and grow your community through comments, links, and guest posts, as well as social shares.

Survey and feedback. An enews is a great tool for surveying your audience and testing out new ideas, particularly if you are planning on launching info products, a book, a Webinar, or even a speech or live workshop. Programs like Constant Contact offer automated survey features that are seemless and effective.
Not everybody wants the same information. One of the most popular features of enewsletters is the ability to segment your audience, so that only the most relevant content is sent to that subscriber. Facebook and most social media, while probably keyword centric, is not as highly channeled as enewsletters can be. Therefore, you are holding onto to your audience and gaining a loyal following.
Autoresponders rock! One if the cool features of most email programs is the ability to set up a series of automated messages that can be used as part of your Welcome for new readers, or for a dedicated course or tutorial. Thus, you can get more bang for your marketing dollars then on Facebook, where any automated postings or updates that appear scheduled or staged, can backfire on your online authenticity.
You Need to Eliminate Noise and Distractions. Facebook is a noisy place. Between advertising and the competition of a constant newsfeed, you need to grab your readers' attention and reduce distractions. You can do that with your enews. Facebook? Not so much.

So...there you have it, common reasons why businesses jump into Facebook pages too soon, and why enewsletters are a great foundation to start. What say you? Have you launched one or both, with what result?

Can Social Media and PR Save A Restaurant? My 4 Tips for Erin

noreply@blogger.com (caroline jaffe-pickett) — Wed, 27 Mar 2013 14:30:00 +0000

I belong to a great Facebook group for those who specialize in PR, and everyday members share topics, projects, and concerns that pretty much mirror all the marketing challenges small and large businesses and organizations face today. It's a great space to network and test out new ideas. Often, there are similar issues being discussed. For example, how can I get more: donations, website visitors, event attendees, community, press coverage. All million dollar questions.

One recent post inspired me as a great mini case study, particularly since I'm always up for a marketing challenge. Erin owns a restaurant, but unfortunately it's not doing well. I take this to mean that no one knows about it, and therefore no one is dining there. There was no particular "launch," at its opening, which doesn't help either. Erin has a very limited marketing budget, and what sounds like only a few weeks to get business off the ground. Assuming that the food is good and the price point a good value, here are my top 4 tips and action items I would plan if Erin hired me only for 1 week.

#1. Organize a press dinner with personal invites and press release.

Put together a wish list of the best Bay Area food critics, bloggers, and reviewers, and personally invite them for a special dinner highlighting the chef's specialties. Include a well-written and colorful press release with your invitation (use this for other media blasts as well), and highlight unique aspects of the cuisine, chef, decor, etc. Include suggested talking points and who is available for interviews, such as the chef and/or owner. Take photos and video during the dinner, and post promptly on all online profiles. Assuming they have good things to say, with their permission, publish their testimonials on your website and via social media.

#2. Fast Track Website/Blog and Social Profiles.

Wordpress recently introduced some terrific template themes for restaurants. If the restaurant already has a website, for SEO purposes at the very least make use of the blog template as an add-on link...and start blogging! Publish a few quick posts that show the decor, and describe the food, atmosphere, etc. If there is no social media, set up a Twitter profile and Facebook Business Page to start, and include the links both on the website and the blog. On Twitter, use keyword research and your target customer in mind to start following folks, with the follow back strategy in full play. Tweet menu items, specialty dishes, photos of the food, coupons, etc. Then I would phase in other profiles next, particularly YouTube and Pinterest, where videos of the chef in action and photos of the dishes can be shared.

#3. Create A Quick Video Using Animoto and/or Vine.

Animoto is a great tool for creating quick videos from photos with fun special effects and royalty-free music. I explained how it works over here. Photograph everything about your restaurant you want to show off, make your free 12-second video, (or longer for the premium bersion) and post it wherever possible. Vine is also a great new tool to try out, producing 6-second videos for all kinds of promotions. While video sharing may still be a bit behind the curve compared to photo sharing, it's still hot hot hot.

#4. Crowdsource Something Fun, and Promote It.

One of my favorite writers, Elizabeth Gilbert (Eat, Pray, Love) was in the news today for organizing a first of its kind contest where her Facebook community voted for the cover of her upcoming novel, "The Signature of All Things." She enjoyed an enthusiastic response, and was highlighted in USA Today. A similar kind of contest could be held for the name of a dish, or the restaurant's logo, or even a new menu item. Not only do people love to share their opinions, but this can be used to build great buzz.

So, these are the top 4 marketing moves I would make. What do you think? Are they enough to save Erin's restaurant? What would you add if you had more time? (Hint: enewsletter, of course!)

How to Stick With Your Writing Resolutions

noreply@blogger.com (caroline jaffe-pickett) — Wed, 20 Mar 2013 14:25:00 +0000

It's officially the first day of spring. While this is the time of year that brings hope and renewal, at the same it time can potentially take us further away from goals we set for ourselves way back in...was it only January? This is particularly true if we never even wrote down our resolutions to begin with, or if we neglected to keep them scotchtaped to our bathroom mirrors, or prominently tacked to our bulletin boards.

So what's the best way to get "back with the program" if you feel you might be drifting with your writing goals? Here are a few suggestions:

*Review and assess any goals or resolutions you might have set out for yourself in January. Make sure they are realistic now that we are 3 months into the year. Most people can't complete a novel in under a year, but you could finalize your outline, if you work with one, and try for getting half the writing done, or a chapter a month if that's easier.

*Run through a viability checklist to ensure you set yourself up for success. For example

-does my writing project still interest me, or has a new topic presented itself since January that might be more viable?

-do I have an audience or potential audience for my topic? For most of us, it's easier to launch a project when we feel our own excitement building.

-do I have the resources I need to finish my project or meet the milestone dates I've set up from this point forward. If the answer is no, adjust your timeline so it is realistic.

*Assess what your writing resolutions should be. With so many writing and publishing options out there, a myriad of ways exist to write and publish. Assuming you want to publish something, there are great choices, and it's just a matter of finding the right format for your content. Possible choices are:

*e-books (fiction or nonfiction)

*hard copy books, which can you publish through traditional routes by getting an agent and trying for a bok contract, or self-publishing through platforms such as Amazon's Create Space.

*blogs or personal journals

* white papers, newsletters, and other business related documents that will provided rich content marketing for your brand or business

*screenplays or scripts

*memoirs

*Troubleshoot what the problem is. Many writers, whether they are just starting out or not, experience similar types of challenges, such as procrastination, lack of confidence, etc. It may sound corny, and you may have heard it before, but one of the best solutions to procrastination is setting aside even 10-15 minutes a day where you can write uninterrupted. If you encounter too many distractions during the day, try early in the morning (I am writing this at 5 am), or at night when it's quiet. Most of us find that once we get started, the time passes quickly and we become absorbed in what we are writing.

*Choose the tools that work best for you. While you might never dream of writing on other then a laptop or computer, some writers insist that writing longhand on plain old legal pads works best. The New York Times several months ago, profiled Jerry Seinfeld's creative process when he's preparing a comedy routine, and lo and behold...the yellow legal pad! I know that I tend to write out lists and ideas on a pad, and then I'm fine switching to my iPad when I'm ready to write.

In "Ruby Sparks," Paul Dano plays a writer whose muse comes alive, and changes personalities according to what he types.

*Find your muse and inspirations, and imbibe the sensory details. Everyone experiences something or someone inspirational, whether it's connecting with nature, running into someone from your past, travelling, or going through a transformational or life-changing event. I just saw the charming film "Ruby Sparks," where the writer is fueled by a character he created, who then comes to life! Make the most of your inspirations, and become the roving reporter of your own life. I often feel that travel and particularly airports and flying, are great inspirations. How often do you find yourself creating little stories about the passenger next to you, or the marvels of modern air travel?

*Minimize your editor and sharing, at the early stages. Unless you are crowdsourcing through social media, or workshopping your material, it's best not share until you are ready. Similarly, it's important to keep your inner editor on hold for a while so you can write freely for your first draft. The great writer and speaker Natalie Goldberg, whose famous work "Writing Down the Bones," (Amazon affil) is a must-have handbook, pioneered the timed free writing method of keeping your pen on the paper for a specific length of time without stopping. She also popularized the concept of monkey mind, the Buddhist term for a distracted, or occupied mind.

These are just a few tips to help you get back on track with your writing projects. I've also listed some additional resources below. Please share in the comments what your greatest writing challenges are, and what tips and solutions have proved the most useful for you?

Additional Resources

Are You Diluting Your Brand Without Realizing It?

noreply@blogger.com (caroline jaffe-pickett) — Wed, 13 Mar 2013 13:00:00 +0000

I'm in the middle of several marketing coaching calls with my latest client, and together we're working on a road map for greater online visibility and impact. Of course to know where you're going, you need to look at where you've been, and where you are now. In preparing my assessment of her online identity and reviewing everything--blog, social media, website, etc., the overidding theme I've discovered is that she is essentially diluting her brand, resulting in low community engagement, subscribers, and impact.

Here are 9 key mistakes she's been making without realizing it:

1. Using Facebook Like Twitter.

The @ and # symbols are for Twitter, and look out of place on Facebook. While there are great social media management programs out there like Buffer that allow users to post similar content to all their profiles at once, they shouldn't be used that way. Each social strategy should have its own unique content.

2. Publishing Images of Things Over People.

When you have a people-oriented business, you should use images that reflect your audience or desired audience as much as possible. While occasional images of objects can work and certainly create interest in your blog post, it's better to publish people images as much as possible in order to humanize your business.

3. Creating Content Without Keywords (Somewhat) in Mind.

No one writes with keywords only in mind, since we're people and not search engines. However, it is important to know the keywords or trending terms for your industry well enough so that they appear in your headlines and tags, at the very least. When I write website copy for clients, I always start by using the Google keyword tool to create a working vocabulary of words and high search terms.

4. Prioritizing Blog Over Enews.

It's natural to want hundreds of blog subscribers, but you need a strategy for converting your audience into subscribers. I've suggested that she use her enews to attract visitors, readers, and prospects, and highlight her blog links within the newsletter. It may even be worth holding off on her blog for a while, until she can build up her enews list.

5. Not Showing Who You Help.

She has countless opportunities to show who she is helping in her business, and she needs to maximize this. Have a new client testimonial? Get their photo with their quote. Just spoke to a roomful of attendees? Grab the photo!

6. Creating Too Many New Products Without Testing the Waters.

She is launching many new products, but I have suggested she slow down and assess what she has produced already. Have her current products been successful? Has she gotten feedback from her community on what they would purchase from her, and why?

7. Playing It Safe With Video.

She has created several videos, that are the cornerstone of her business in many ways. And yet they are all similar to each other, filmed in a similar style with her looking straight on into the camera. She runs the risk of losing people by filming the same way each time. So I suggest experimenting and being creative about it. How about interviewing industry experts, or doing a video version of her newsletter, or a fun montage from a recent event? A fun app like Animoto makes it easy to be creative, without needing a videographer.

8. Not Following an Editorial Schedule.

An effective content marketing strategy cannot get off the ground without a realistic and thought out editorial schedule for all publications, including blog, newsletter, social media, etc. I'm encouraging her to think about her brand and plan her content. She should decide how she wants her image to come across in everything she publishes, so all is consistent.

9. Hiding Your Best Website Info.

Her website had great information and calls tomaction that were getting lost, as much if it was so far down you had to keep scrolling just to get to it. I suggested moving up her most important content, and either deleting or reorganizing the rest. These changes have already been made, resulting in a cleaner, more organized user experience.

If you're doing some rebranding, or launching a new business, keep these points in mind in order to keep your brand focused and engaging. What are your thoughts? Have you diluted your own brand without realizing it?

When It Comes to Love and Hate, This Age of Overcommunication Is Part of Our Evolution

noreply@blogger.com (caroline jaffe-pickett) — Fri, 08 Mar 2013 14:00:00 +0000

And What Do Anne Hathaway and Oberlin College Have to Do With It, Anyway?

Some critics say Oberlin over communicated and overreacted to recent campus disturbances, but in this case declaring a Day of Solidarity and discussion was the right call.

Two interesting and completely different events shaped my online experiences this week, and they both in their own way validate Communications, for me, in all its sometimes resplendent "weirdness." There's no question we live in the age of both Twitter-esque minimalism, contrasted with formidable Overcommunications. But it's way beyond reporting what we had for breakfast. So let's embrace the issues we're all talking about, as I see our overcommunications as part of our inevitable evolution.
The first event took place on Monday, March 4th, and concerned my alma mater, Oberlin College, which held a rally and day of solidarity in response to a disturbing wave of hate crimes that had afflicted the college over the last few weeks, including anti-Semitic, racist, and anti-gay messages being left around campus. Monday's event was well covered in the press, including The Huffington Post, The Atlantic, and The New York Times, and countless others.
This news of course was startling to anyone who had ever attended or even visited campus, and for me was particularly hard to envision, when some of my most vivid memories from my time as a student included pastoral bike rides from north to south campus, late night talks in the snack bar about philosophy and literature, and those memorable purple "embryo" chairs in the library, where you could seal off the world to read or study as needed. The only notes being posted were for upcoming concerts, calls for study partners, and co-op recipes for granola.
Still, here it was, the bad news that was tarnishing fond reflections, with alumni posting and commenting all over the place. While most of the comments were supportive, I was surprised to see so many that opposed the day of discussion, suggesting that it was only giving the culprits --still unknown-- the attention they wanted. Classes should have gone on as usual. Monday's special events were an overreaction. Even during the live stream of the event, the students themselves seemed aware of Oberlin's own criticism of itself--that everything is a discussion, and more action needed to be taken. I was reminded of the old food co-op joke:
How many people does it take to plan dinner? One, and 20 more to discuss and vote on it..."
Still, I would submit that Oberlin did the right thing in holding a special day of discussion, even at the risk of "Overcommunication," and that by doing so the college enhanced its brand. I referenced in my comments that the school should let the important facts come to light, and in the meantime facilitate discussion. For one thing, there was fear in the air, and the day of solidarity seemed to calm nerves. For another, it brought to light some apparent gaps in education that could be filled through more robust multicultural offerings. One student pointed out that she was graduating in two months, without a single course or requirement in that area. She received a standing ovation. Finally, to do nothing could easily have created the impression that there was not only no forum for expression, but that the leadership was simply not doing enough.

The second event is trivial in comparison, but I bring it to light here to illustrate just how subjective the concept of Overcommunicating is. And who better to illustrate this then Anne Hathaway? Yes, a link to a blog post on PR Daily, "The Inexplicable PR Debaucle Known As Anne Hathaway," was posted for discussion by a publicist in one of my Linked In communications groups. Why is she so hated...was the discussion topic, which to date has elicited nearly 40 responses, several of which question why the topic is even worthy of discussion. The rest of the comments cover everything from the actresse's wardrobe malfunctions, to her perceived lack of authenticity, to, ironically, her disorganized acceptance speeches. Who cares? Apparently all the Linked In commenters, who decided the topic was businessy enough, and the additional 30+ commenters on PR Daily. And if it's any consolation that our movie star discussions be validated, a tweet by none other then Lena Dunham, (an Oberlin graduate) was included as a screen capture, with over 3,000 retweets.

Ladies: Anne Hathaway is a feminist and she has amazing teeth. Let's save our bad attitudes for the ones who aren't advancing the cause.

So, do you think we are Overcommunicating and that it's part of our societal evolution? What stage do you predict will come next? Should we be even be talking about college campuses at the same time as Hollywood actresses? Enough said.

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Facebook Organic Is Smarter to Launch

noreply@blogger.com (caroline jaffe-pickett) — Thu, 28 Feb 2013 08:20:00 +0000

From those of us who either dabble in social media once in a while, to those who spend hours a day Tweeting, Sharing, Posting, Pinning, etc., there is an ongoing love/not love relationship with social. The love part comes from the relative ease of most of these platforms, that enable us to "talk" to literally hundreds of people at a time online. Composing a fun and effective Twitter post takes just a few minutes, although building up a great community can take a while. Bump it up a notch with a relevant photo, video or article link, or shoutout to someone in your community you find awesome, and you're good to go in terms of starting to build identity and buzz.

Birthday wishes on Facebook are one of the best ways to reconnect with your community. Yes it may sound a little cheesy, but when people take the time for even the simplest hello, it means something.

Pinterest is another addictive one--posting a fun and creative Pinterest board helps us discover our inner child, and releases us to the worlds of color, light, texture, and whimsy. While all the time, we may be subtly marketed to, without even realizing it. Pretty clever.

What's the not love part? Growing communities from nothing, and having the patience to start from the ground up. Not being sure of your ROI (return on investment), when it's deemed something you should instinctively know, like your favorite color, or the fastest route home. Then, there's managing it all, and knowing how much time to spend being social. Spend too much, and suddenly the rest of your life starts to pile up like dominoes. Spend too little, and you might be seen as uninfluential by your competitors, not to mention being seen as a weak brand.

Then, there's Facebook. With its changing protocals and timelines, privacy rules and pet peeves, it can drive all of us a little crazy. And yet one of the most interesting aspects of Facebook is the way so many users post in a way that reflects their personality and style. No sooner do we read how short posts are most effective, when long form writers like Joyce Maynard kick it out of the park, with novella style posts that can take up to an hour to read, and are worth every minute. No sooner do we read how posts must include provocative images, when great writers like Joanna Rakoff-Smith post 1-2 line text-only gems, that gain over 20 comments and Likes all on their own.

My top 3 tips for those getting ready to launch a Facebook Page or Profile are:

1. humanize your business and your persona as much as possible

2. post content relevant to your community

3. be organic and real; you don't always have to be Likeable, but you should be consistent in your Voice and Brand

In looking over my past most successful Facebook posts, whether personal or for business, they have all shared in common a topic or content thread that is highly resonant with the audience, and that illustrate mutual shared values and experiences.

Granola Marketing

The screenshot below is from a simple 6-word post I published back in August on my Oberlin College Facebook group. Since co-ops were such an integral part of the Obie experience (don't ask me about that night as granola maker...), I knew posting about food would mean something to everyone. Now, over 6 months later, the post is still going strong, with nearly 40 comments, and contributors continually adding food categories to the poll, as recently as a week ago.

Yoganomics

During the course of managing the Menlo Pilates Facebook Page over the last 2 years, I've learned a lot about Yoganomics, and what does and does not resonate with that particular community--a combination of students, teachers, local businesses, and media. Some sharing of fitness related resources has not been as impactful as inspirational photos and funky poetry, so I have learned that a little quirkiness goes a long way toward building your brand and growing your online visibility.

Similarly, a more recent photo and poem were inspired by a quote from Moby Dick that I read in The Wall Street Journal, and received a large number of comments.

What say you? Would you consider your Facebook page organic?

What Facebook posts and strategies have been most effective for your communities?

visit www.carriefreelance.com

visit www.carriefreelance.com

Carrie's Pinterest Birthday Bash and Giveaway

noreply@blogger.com (caroline jaffe-pickett) — Wed, 20 Feb 2013 15:30:00 +0000

My birthday is just under one week away (February 26), and I wanted to celebrate by trying out something creative online all week that would be fun for everyone. So, welcome to my Pinterest Birthday Bash!

Here's how it works:
1. Follow me on Pinterest (http://pinterest.com/carriewriter/)
2. Create a Board called "Carrie Jaffe-Pickett's Birthday"
3. Repin any image from Carrie's Pinterest Birthday Bash Board, and add any favorite fun birthday images of your own you think I might like. Pin, and Post to Twitter as well, using hashtag #carriebirthdaybash @carriewriter
4. Once your Board is complete, email the link to carrie@carriefreelance.com by 8 pm on
February 26th.
5. The most creative board wins! The prize is a $15 Amazon gift card.

So go forth and pin, and have fun celebrating my birthday!
Also, if you've participated in any fun Pinterest contests, share in the comments so we can compare notes. Don't you love giveaways!
visit www.carriefreelance.com

5 Important Copywriting Tips I Teach My Clients

noreply@blogger.com (caroline jaffe-pickett) — Thu, 14 Feb 2013 02:39:00 +0000

I'm in the middle of helping a new client with copy revisions for her website redesign, and I am editing the first draft of her ABOUT ME page, as well as her speaker one-sheet. Since I've been editing other aspects of her writing over the last few weeks, I've begun to notice a few writing habits she falls into that not only don't help her communications, but actually hold them back. I've observed similar kinds of writing problems with other clients I've had over the years. So rather then just mark the same edits over and over again, I've created a mini style guide and tips sheet that she and future clients can refer to when launching new writing projects. Here are the top 5 copywriting tips that will just about guarantee writing much improved writing. Read them over and see what you think.

1. Avoid overusing the word "people"

"People" is one of those overused words that for some reason is popular with less experienced writers. Unfortunately, it is a completely generic and flat word that does nothing to give a potential client a clue that you as a business owner, or entrepreneur, are a good fit for them. Next time you are pitching to your potential client or audience, be as specific as possible in your word choice, and do some research using the Google Keyword Tool to find the best choices for your niche from an SEO standpoint. Who are your potential audience members and clients? Writers? Executives? Artists? Entrepreneurs? Whoever they are, name them in your copy, and don't use "people" as your default category to describe them.

2. Don't default to "We"

It's a common "business speak" myth to call your company a "We," when in fact you are the sole proprietor. Don't default to "We" just because you're trying to impress. If your company is just you, it's fine to be direct and refer to yourself as "I."

3. The details make the difference

It's not enough to write general statements about how you help and work with your clients. The more specific you are, and the more you highlight your signature system or approach, the more successful you'll be from a content marketing standpoint. There's a huge difference between:

"I help clients live happier, healthier lives"

and

"My 4-step approach encompasses health and wellness, financial freedom, work-life balance, and gaining confidence, so my clients can live happier, healthier lives."

4. Have a consistent voice

Your voice is what defines your brand and sets you apart from your competitors. With so many opportunities to show your voice and express yourself-- websites, blogs, video, social media-- it's important to be consistent and integrated. If your website has a formal or academic tone, but your videos are super casual, and your social media is somewhere in between, you're going to have an identity problem and confuse your audience. How to find and develop your voice? First, pay attention to how you speak. Are there expressions that only you use, or do you have a certain rhythm and tone when you talk? Try writing that way, and your "you-ness" will begin to emerge.

Chris Brogan, Michael Martine (Remarkablogger), and Sonio Simone (Copyblogger) all have unique and memorable voices and writing styles, and you know it's them from the first paragraph, if not the first sentence.

5. Testimonials should be relevant and cohesive

Suzanne Vega wrote: "It's not enough to be in love..."

In the copywriting world, it's not enough to just grab a customer testimonial and throw it onto your website. Testimonials need to be edited just like all other copy, so that they make sense and are contextual. What did you specifically provide for this client that pleased him or her so much? Who is providing the testimonial? You need at least the first name, title, and company name, or there isn't much value to it. Is the testimonial enthusiastic enough to be effective? If not, find another one to use instead that sings your praises eloquently and succinctly.

Any other tips I missed for effective copywriting? Share in the comments!

visit www.carriefreelance.com

How to Succeed in Your First Blogging Gig

noreply@blogger.com (caroline jaffe-pickett) — Mon, 04 Feb 2013 21:38:00 +0000

One of the great things about having your own blog is that you make all the decisions about it. What the look and feel will be, what topics you will cover, how often you will post, how you promote it, and what style the writing will be. One of the great things about getting a blogging gig, is that someone has decided they like your writing enough to pay you. Cool! But before you roll up your sleeves and get started, here are some important tips to keep in mind to make sure all goes well in the blogosphere.

Most of these points should be covered in a standard contract or agreement that you will sign:

TOPIC:
Chances are, whoever has hired you to write, whether it be a business owner, publisher, or marketing firm, has an idea of what they want you to write about. Make sure you are comfortable with that topic, and that you are clear on any specifics that need to be included.

LENGTH AND DEADLINE:
Both the suggested length and deadline must be clearly spelled out in the agreement. Be sure to calendar any intermediary deadlines, such as requests for outlines or first drafts, and plan your time accordingly so you can meet all milestone dates. 500 words is a fairly standard length, and all the assigned posts I have published have been about that long.

FEE AND PAYMENT TERMS:
Most companies have a procedure for payment and terms. Presumably, a fee has already been agreed on, and this should be reflected in the contract. If you are being paid up front, that should also be specified. Typically, payment is upon completion, and it's reasonable to request a net 30-day window for payment. I've done a lot of research on what is considered a fair rate to charge, and the most common answer I found is a minimum of $100. Of course, if you are more experienced, you can seek a higher range, but much depends on the budget of whoever is hiring you.

TURNAROUNDS AND REVISIONS:
It's reasonable that your fee include 1-2 turnarounds or minor revisions, and not more then that. Assuming that you have covered the assigned topic, in most cases substantial revisions should not be needed.

GRAPHICS AND LINKS:

The number of graphics and links should be specified, and at least 2 of each is typical for a 500-word post. Links can of course include other resources on the topic, such as websites or articles, and graphics can include a variety of artwork, photos, videos, etc. I tend to use my own photography for this blog, but a great source for royalty-free art is Flickr Creative Commons. Be sure and check the Attributions to find out what permission level is indicated for your image.

COMMUNICATION AND FOLLOW-UP:

Once you have submitted your post, touch base with your editor and make sure they received it and are happy with it. Find out when it's going to publish so you can grab an archive copy for your records,,and find out if the organization has more blog posts for you to write, and if they are open to your suggestions for ideas as well. Rinse and repeat!

What say you? Have you worked as a blogger or blogged on assignment, and what tips do you have to share?

-Carrie Jaffe-Pickett
writer, editor, blogger!
@carriewriter

visit www.carriefreelance.com

These 3 Videos Are Content Marketing Gold

noreply@blogger.com (caroline jaffe-pickett) — Mon, 28 Jan 2013 13:00:00 +0000

This weekend, I treated myself to a few videos I had saved in my inbox from the week, and my instincts must have been right, as I don't save every video I get, and most likely neither do you. However, they all confirmed and inspired what I would call the "new" content marketing. Storytelling not just for its own sake, but that moves us, has a principle theme of overcoming obstacles, and includes a clear but not in-your-face Call to Action. Here they are:
1. Dog Rescue: How an iPhone Saved the Lives of Five Dogs, created by Hope for Paws, tells a great rescue story, and the creators weren't shy about taking up 7 minutes to do so, which some might think is an eternity in YouTube time. In Copyblogger's post on this, The Three Things This Viral Video Gets Exactly Right, Sonia Simone does a great job describing why this video is so effective, including the fact that it has a dramatic soundtrack, intrigues viewers with twists and turns (suspense) along the way, and has a clear Call to Action, to Share and of course, to Donate. When I checked the YouTube stats, I noticed the video had only been uploaded on January 7, and had already received nearly 200,000 views. Marketers should also take note that the video had a very real time feel, no fancy effects, and minimal editing. Watch. Learn. Donate. I know I will.

2. Good Life Project: Jonathan Fields Interviews Leo Babauta, is an insightful glimpse into the life of Leo Babauta, the mastermind behind Zen Habits. While the video is straightforward, and just under an hour, Leo's story is so compelling, as is his message of simplicity, that the style is appropriate for the content. I also liked the fact that while both Babauta and Fields are prolific authors, there was no book promotion or selling going on, which is refreshing in these days of "marketing offer overload," or MOO. OK, I made that up, but you get the idea. By the way, what is the storytelling premise? Overcoming adversity. Babauta describes a former life just a few years ago, in which he was in debt, overworked, overweight, frustrated, and unhappy. Giving up smoking marked the start of a new life, that includes a devotion to simplicity, health and fitness, family, decluttering, balance, and a global following. Viewers will appreciate this video as well as the Good Life Project series, for its inspirations and revelations.

3. Where The Hell is Matt from 2008, is my go-to video case study, ingenious for its simple yet complex approach, and what better way to tell a story then by dancing the jig in 44 countries over 14 months. Matt's videos are viewable on YouTube, Google Video, Vimeo and his own site. His "Where the Hell is Matt? (2008)" video has been watched over 43,700,000 times on YouTube. This is a great example of a simple message going viral, without any master plan or agenda. It's good to see Matt keeping the positive vibe going, with more recent videos sharing variations on what is now a pretty famous theme.
What say you? Have you seen an effective, moving, or inspiring video lately that you shared or took action on? Feel free to share in the comments.

visit www.carriefreelance.com

7 Tips to Success with Your Event Photographer

noreply@blogger.com (caroline jaffe-pickett) — Mon, 21 Jan 2013 13:00:00 +0000

If you're involved in any behind-the-scenes event organizing this year, and you're wearing a marketing/communications hat, chances are you're the one who's going to be in charge of hiring and working with the event photographer, if you're not assigning that to a staff member. As someone who has both taken their own photos and videos at many events, and worked with freelance event photographers, here are some tips that I found helpful along the way in getting the best experience and results possible.
1. Research or Get Referrals for the Right Vendor or Freelancer
There are many ways to research who will be the best vendor for your event. A Google search for best photographer in your area should produce some helpful results to get you started. If you belong to any active discussion groups online, you can post your query there, or send out a tweet or Facebook post with your query, and you should get some helpful responses back. If you are attending an event with an onsite photographer, and they look to be conscientious, and someone you might like to work with, get their card and ask if you can contact them for future events. Convention and visitors bureaus and chambers of commerce also typically list photographers. You can also review photo galleries for recent events similar to yours, and check the photo credits, which often link directly to the photographers's website and their social links. Of course you can also get referrals from other colleagues, or at live business or social events.
2. Review Websites and Portfolios
Once you have a few solid referrals, take a look at their online portfolios to get a feel for their style, and to see if it's a good fit. Check for the kinds of events the photographer has covered, and review for quality, and relevance to your needs. In group shots, can everyone be seen clearly, and are the images well composed and focused? Pay attention to backgrounds, lighting, and other details that show professionalism. Speaker shots shouldn't be stiff and posed, but animated and natural. Check for variety as well, including crowd shots, fun moments, or candids, parties, and particularly awards or recognition ceremonies, where it can be tricky to group individuals together along with a trophy or certificate.
3. Have a Phone or In Person Consultation When you have narrowed down your selection to a reasonable 3 "finalists," arrange a consultation. By phone is fine, but in person is even better, particularly if the event is complex, or will require several days to complete. During the consultation, describe an overview of your event and what you are looking for, and keep the following checklist handy as a template for the call:
PHOTOGRAPHER CONSULTATION CHECKLIST
-Are you available during the event date?
-What is your fee? (hourly or flat rate)
-What does your fee include, and what are your payment terms
(some photographers want to be compensated for parking or travel, be sure to find out ahead of time)
-Do you have a sample contract you can send me?
-Are you familiar with the event venue?
-How long after the event will you require to process my photos?
(You should not have to wait longer then a few business days)
-How will you send them to me?
(It's best to get an online photo gallery, where you can customize the resolution of your images, depending on your needs. Typically, 300 dpi is fine for websites or social media, while print will require higher resolution of at least 600 dpi.)
-captions and identifying information?
(technology now allows for voice recording or recognition software, so each image is numbered and has a matching numbered list that identifies all photo subjects)
-Can you send me references?
-What is your work style and how do you approach a new project like this?
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4. Proposal and Contract
Once you've decided on a your photographer, ask for a detailed proposal and contract that includes the scope of services, including fee, payment terms, turnaround time, file delivery details, etc. Make sure the details match what you have agreed on. Sign, and be sure to keep a file copy not only in your office, but on you during the event.
5. Touch Base Day Before and Day Of Event, and Provide Schedule or Who's Who

At least a week before the event, and definitely one day prior, confirm with your photographer that they are good to go, and take care of any last-minute details or questions. For a complex or detailed event, send your photographer an advance copy of the event Program Book with any urgent events highlighted, as well as information about VIPs such as board members or officers who are on the priority photo list. If you know that there are going to be any large group photos on the schedule, or any surprise events, this is a good time to let the photographer know, so he or she can scope out the right space for the photo in advance, and position themselves properly for any "surprise" moments.

6. Event Walkthrough and Orientation
The day of the event, plan on meeting the photographer early so you can do an event walkthrough, and you can both get a feel for the venue if you haven't already done so. If your event is simple or is held just in one room, then this becomes less if an issue. But if it's held at a hotel or large convention center, being familiar with your surroundings and how to navigate the event is that much more crucial. This is also is good time to introduce your photographer to key staff, and any other individusls the photographer can get direction from. During the event, your photographer will ideally find their own rhythm and style, and won't want you "in the way." Let them know where you will be in case they have questions, and try and spot check some of the key photos to make sure everything and everyone on the schedule has been covered. It's very important that the photographer check in with you before leaving, and confirm that you have all the essential shots before they go.
7. Provide Referral and Feedback
After the event, send a confirming email to the photographer, thanking them for their work and confirming when and how you will receive the files. Once you have received all the images and final paperwork, make sure all the deliverables have been provided. If you're happy with everything, send an email testimonial they can use on their website. If you have a few concerns but would still use them again, let them and their agency, if they have one, know in writing, so they can address them promptly and hopefully avoid them next time.
For additional tips, Problogger Darren Rowse blogs about photography @dpschool, and he always has great information. In a quick search, I just found his fabulous Pinterest page for all things photography, check it out!
So, that's a quick overview on event photographer tips. What say you? Do you have any tips to add? Are you planning an event? Post in the comments!

visit www.carriefreelance.com

Lance Armstrong PR Case Study

noreply@blogger.com (caroline jaffe-pickett) — Fri, 18 Jan 2013 00:46:00 +0000

Earlier this week, I posted about the Lance Armstrong debacle on PR Divas, on one of my favorite Facebook groups, posing the question:

"Wondering what's your take on the latest Lance Armstrong admission, from a PR point of view. Is he doing the right thing? Is this the right approach talking to Oprah? Does it even matter at this point? Please share your thoughts."

An interesting discussion has been unfolding, as highlighted in the screenshot below, ranging from views that there is "no going back," to the role his nonprofit will now play.

During the discussion, I also posted:

Caroline Jaffe Pickett He has a long road ahead to turn his image around. If I were advising him, I would suggest 1. a high profile focus on charity work and donations 2. a new book where he could at least explain his state of mind for his behavior, and 3. publicity for influencers who have publicly forgiven him.

It's interesting that during the course of this week, pretty much all of these events are happening in some form, or look like they are going to.

1. An article in Monday's Huffington Post describes Armstrong's apologies to Livestrong, his foundation, with a rededication to the cause of fighting cancer. Livestrong's leaders are also holding fast to their connection with the cause, and downplaying the Armstrong connection. Not a huge surprise there, although I'm certain Lance will try and rebrand and make good by affiliating with other causes, while he unfortunately watches his sponsors drop off and legal troubles mount.

2. I'm not sure if a new book by Armstrong is in the works, but numerous other authors are stepping up to the task, including, as Media Bistro reported in November, "Cycle of Lies," by New York Times sports reporter Juliet Macur. “Cycle of Lies" will prove definitively that Armstrong's extraordinary career had nothing to do with the bike,” David Hirshey, HarperCollins’ executive editor, told the Post.

Well, it wasn't about the bike anyway, as Armstrong himself wrote.

3. In a recent Huffington Post article, "Lance Armstrong Was Superman to My Friend," actor Emile Hirsch describes support and caring a friend received from Armstrong, when he too faced a similar cancer diagnosis.

Hirsch states: "Without Lance's guidance and support to my friend at such a crucial juncture in his diagnosis and life, I honestly don't know what would have happened to my friend; that was the kind of support Armstrong gave him. My friend went on to survive. So, let's not throw the baby out with the bathwater."

It will be interesting to see if Armstrong has any other supporters who will try to highlight the good he did and downplay the lying and the profits. Although they risk tarnishing their own image in the process, don't you think?

What other strategies can help Armstrong's turnaround? What do you think?

visit www.carriefreelance.com

How to Hyperlink in Keynote for iPad

noreply@blogger.com (caroline jaffe-pickett) — Tue, 15 Jan 2013 13:44:00 +0000

I was exploring Keynote for the first time today, as I am still shopping around for the best slideshow platform. The good news is, I found the program fairly intuitive, with a lot of drag and drop functionality, and great text feature options for fonts, colors, and effects. You can easily reorder slides by tapping where you want them in the slide sorter, and you can choose templates that provide helpful grids for slides and text. Animations and transitions are similar to those used to Powerpoint, with a variety of special effects to choose from.
One feature that's not so obvious is hyperlinking text, photos, and objects. Of course, I knew there was a way to do it and I was certainly not going to give up, so you shouldn't either! When I started researching this online, I saw there was a fair amount of confusion about it, but once you get the hang of it, like anything else, it seems easy.

So to set up the link, click on the photo, object, or text.

Then, click on the toolbar icon on the upper right, and select "Advanced."

Next, select "Interactive Hyperlinks."

A pop up menu allows you to select which slide you want to link to, with a choice of a website URL or an email address. Fill in the site or email address, and click DONE.

When you return to your slide, you'll see that your selected image now shows a blue arrow, and when you play your slide show or even test your slide during editing, it will link to that URL.

One note of caution: if you rearrange the images a lot, or do any major editing, be careful that the links still work correctly. I found I had to redo some of the links after I had saved the document as a PDF.
So give it a try, and happy linking.
PS I noticed once I had saved to PDF format, I could choose to open the file on my iPad in iBooks, and I loved the document flow and feel, certainly user friendly and probably great for e-books. Has anyone tried using Keynote for book formatting? Share in the comments.

visit www.carriefreelance.com

Infographic: 13 Writing Tips from Stephen King

noreply@blogger.com (caroline jaffe-pickett) — Sat, 12 Jan 2013 04:07:00 +0000
I came across this great infographic from Howtomakemyblog.com, and wanted to share it. Anyone who knows the ins and outs of Stephen King's career knows that his success wasn't instant by any means, and that he has been through phases of self-doubt and procrastination, just like many writers.
I found this inspirational, and hope you do to.
What inspires you to write and create? Post in the comments.

From:HowToMakeMyBlog.com.
-Carrie Jaffe-Pickett
writer, editor
@carriewriter

Location:Infographic: 13 Writing Lessons From Stephen King

visit www.carriefreelance.com

"This Is 40" Captures Our Ambivalence with Technology

noreply@blogger.com (caroline jaffe-pickett) — Mon, 07 Jan 2013 09:45:00 +0000

"This is 40," is Judd Apatow's raw, frenzied, and deliberately unsettling glimpse into the lives of an LA family, which, despite its Californianess, could be "every family" USA. Sort of. Parents argue and face/fight middle age, trying to control their vices (cupcakes and cigarettes). They force "therapy speak" in their discussions, keep large and small secrets from each other, deal with their own sets of dysfunctional co-workers and relatives, and suffer from failing or fragile businesses and bank accounts, barely realizing that they have over indulged and over leveraged. They are surrounded by a Greek chorus of friends and neighbors, who also suffer from the ailments of modern life. Temptation. Bad music. The enticement of fancy cars and luxury houses. And the occasional desire to fantasize about the death of their spouses. Ouch.

My quick one-minute review is that I must have liked the film enough to write about it, but unfortunately what Apatow gets right in the nuances and rhythms of daily life, he also gets wrong in overdoing blatant bodily functions and other infantile moments that are better left off camera. When Leslie Mann's character Debbie at one point pleads for a little mystery between herself and her husband Pete (Paul Rudd), I felt the same way! Apatow is a good enough writer that he doesn't need to pad his scenes with profanity, particularly when he is so good at showing people being bad. His movie is a bundle of scenes that range from the most sophisticated, to the most absurd, and it left my head spinning more then was probably worth it in the end.

How does technology play out in all this? This is the interesting part. It is the ongoing paradox in the film, both shielding the characters from real life, and opening the floodgates to emotional showdowns, depending on what day it is. iPhones and iPads abound in the movie, and at one point are used as a tool to punish the children, Iris and Maude, much to their highly vocal protests. "Can't we all just do things differently?" Debbie pleads at the dinner table, suggesting that her unbelieving children that they "build a fort."

Pete keeps disappearing, repeatedly found playing iPad games in the bathroom, missing out on his daughters' important moments, while Maude is obsessed with watching "Lost." Debbie and Pete at one point spy on their daughter's "chats," and learn that she has been left off of an apparent "hot" list, leading to a showdown with the classmate later on. Group dancing and singing courtesy of the iPod happen in one daughter's bedroom, and what appears to be a statement against modern music, part of which is bankrupting Pete's record business.

Technology is both a divider and a healer, and pops up again at the end when used as a bridge to connect John Lithgow (Debbie's absentee father), to her family, as the kids explain the show to him on his first visit to their home. Like he really never heard of it? Albert Brooks is similarly out of tune with technology, helpless in many ways, including how to sell a valuable painting online. "How do I call E-Bay?" he asks.

Technology also encourages voyeurism, allowing Pete and Debbie to observe Megan Fox seducing a customer at their shop...and as if living vicariously, they are happy about it.

The messages are many...take your pick:

-Technology can replace intimacy if we let it...but maybe that's sometimes what's needed.

-Technology is both a divider and a unifier.

-Everything in moderation.

-What doesn't kill you makes you stronger.

-Life is messy, and so is technology. Proveed accordingly.

So, is this film a glimpse of what and how modern families will be plugged into in the years to come? Will we have to introduce computer sanctions at home, and start police our kids' gadgets?

Some of the reviews I have read call the characters in this film "whiny" and "self-indulgent." Ironically, this brings to mind the very same criticism of another famous right of passage drama show that depicted characters just trying to grow up, show up, and get along. What was that again? Oh yeah, "Thirty Something."

visit www.carriefreelance.com

2012 Carrie Highlights

noreply@blogger.com (caroline jaffe-pickett) — Mon, 31 Dec 2012 13:22:00 +0000
Thanks to Pic Collage for helping me tell my highlights story in a different way this year. Looking forward to discovering many cool apps like this in the new year, and sharing them with you. Got any to share? Let me know in the comments, and have a fabulous and colorful New Year!

-Carrie Jaffe-Pickett
writer, editor
@carriewriter

visit www.carriefreelance.com

Carrie's 11 Cool Holiday Links

noreply@blogger.com (caroline jaffe-pickett) — Mon, 24 Dec 2012 16:00:00 +0000

The holidays are a great time of year to be...what else? A content aggregator! I came across so many terrific finds this season, that I felt compelled to whip up this post and share. Here goes, and please feel free to share yours in the comments, or let me know if you agree.

INDY MOVIES

One of the reviews I read called this film "Dysfunction Junction," and it's true, but no one can do family dysfunction better then Ed Burns, as he tackles confrontations, crises, Christmas, illness, infidelity, and new and old love. Be prepared for a lot of dimly lit scenes and driving around Long Island in drab weather. Grab this on iTunes or Amazon, and enjoy a collective a sigh of relief when everyone finally sits down to holiday dinner. You'll see what I mean.

BOOK OR MOVIE

Life of Pi

Boy vs tiger, managing the Pacific Ocean, carnivorous islands, contemplating truth and God, flying fish. It doesn't get better then this, as those who read my previous post on this will note. Read the book, see the movie. Discuss at dinner table, and if you need a conversation starter, either ask or have someone ask: "which version of the story is real?" (Real being a relative term, of course.) Life of Pi-ers will get it.

MUSIC
It wouldn't be the holidays without James Taylor in the background. Here's a video of him discussing Old Lang Syne and his latest recordings. I also highly recommend his enewsletters, where he teaches guitar lessons on video. It's the best kind of "fretting."

COOKIES
A wondrous slideshow of holiday cookie recipes, from Bon Appetit.

PHOTOS

Compelling holiday photos from around the world, from The Atlantic Monthly. One of the best photo compilations I've seen this season.

VIDEO

In case you still weren't decided on the whole less is more issue, this is impactful, minimal, and Twitteresque, of course. I love a year's worth of defining moments in just over one minute, don't you?

WEIRD GADGETS

The folks at Mashable found this lobster iPhone case, and really, it speaks for itself. One could get dependent on these clause--I mean, claws.

PINTEREST

I was amazed and inspired by all the holiday frenzy of pinnings I saw, including recipes, decorations, you name it. I had fun creating my holiday Pinterest board, and admit I got a little carried away too. Please feel free to Follow along, and share your links if you created ones yourself.

NEW YORK STATE OF MIND

With so many bittersweet events happening on the East Coast this year, I was moved, saddened, elated, and everything in between, after viewing this slideshow of highlights from New York, from The New York Times.

EBOOK CREATION

Mitch Joel, one of the bloggers I've come to really enjoy reading this year, recently recommended Pressbooks for ebook creation. I'm looking forward to trying it out for some new projects I have in mind.

MY LITTLE OVERVIEW VIDEO

Those who know me know I love Animoto, and have used it for several years now as a great quick way to tell your story with video. You might want to try it if you haven't already. I wanted to create something new that would give people an overview of my background and experience in communications, so here it is. Enjoy.

visit www.carriefreelance.com

9 Business Lessons from Life of Pi

noreply@blogger.com (caroline jaffe-pickett) — Mon, 17 Dec 2012 14:00:00 +0000

Have you seen the "Life of Pi" movie yet, or read the novel? I was something of an early adapter to both, my enthusiasm to head for the movie theatre inspired by my love of the book, with its dramatic arc (boy shipwrecked at sea and at the mercy of the Pacific Ocean for 200+ days), clever naming of characters, complete with universal implications and double meanings. Pi and infinity, and the contrast of the mundane name "Richard Parker" given to an exotic computer generated Bengali tiger. Then just before the wrenching drama's conclusion, the hook at the end of the novel, throwing the reader an alternative scenario of what could have really happened. It's an almost Madison Avenue-like tagline that truly reels us in (no pun intended), and its own modern take on user generated content, as the adult narrator looks back and makes us an offer: which story do you prefer?

Of course, there are many great lessons, metaphors, and questions raised by this book, which does what all timeless stories and works of art do: inspire the conversations, ask the tough questions, and make us rethink our suppositions about life, religion, survival, values, etc.

So, it was only, shall I say, organic, that apart from the fictional aspects of the story, a number of business lessons became apparent to me upon further reflection after seeing the film. The more I thought about them, the more the amazing parralels came as a surprise even to myself. Here is the quick rundown, and you may recognize that some ring true for you as well.

1. Learn to Adapt and Use Tools

Almost immediately after Pi finds himself stranded in the Pacific with Richard Parker, and the assorted animals that will not make it past the first few days, he creates ways to quickly adapt to his environment. In order to safely distance himself from Richard Parker, he positions the tiger on the raft and himself on a block of plywood he manages to assemble. This will of course change later on, but he establishes what he needs to survive first, capturing fresh rainwater through a siphon system he creates, and catching fish through a net he assembles. Eventually, he learns to create shade with a leftover tarp, and creates a head turban with his shirt as further protection from the sun. Ironically, from a writer's point of view, one of the tools he seems to value the most is a tiny worn out pencil that he uses to record the details of his plight, and which he meticulously sharpens with a knife until it's gone. The toolkit then: knife, tarp, netting, clothing, food and water, pencil and paper, plywood.

How do you need to adapt to make your business or position work, and what does your toolkit consist of?

2. Discover Your Best Rituals

Pi immediately develops rituals for survival, and when he finds what works, he sticks with it. Conversely when something doesn't work, he lets it go. Catching fish and securing rainwater, keeping a safe distance from Richard Parker and eventually learning to train him enough so they can coexist, these become Pi's rituals. Check out this amazing infographic that diagrams the way Pi spent his time while stranded at sea!

What rituals work in your business? What must you do each day, and what can you let go of?

3. Never Be Too Exhausted to Be Fascinated

Even at the height of Pi's demise, he still wonders at the events of the natural world that unfold before him -- the flying fish sequence will probably become known as one of the most iconic in film history, not only for razor sharp precision of the images, but the way it takes Pi and the audience by surprise. Similarly the whale sequence, in which the giant mamal circles the boat and creates magical arcs against a surreal horizon and night sky, is a moment of wonder and amazement.

What fascinates you and makes you passionate about your business? Are there small miracles in your niche or industry that keep you inspired and engaged?

4. Make Fear Work For You

Everyone at some point is afraid of something, whether it's a life or death scenario, making a speech in front of a huge crowd, trying a new strategy or approach, or traveling to a different part of the world. Pi uses his fear to help him survive by staying awake as much as possible, paying attention to his surroundings, and connecting with his survival instincts. In many ways, his fear is what keeps him alive. It may sound cliche, but failing to confront our fears is probably one of the key barriers to success.

How can you use your fears in a constructive way, to move forward professionally?

5. Keep Storytelling Prominent

One of the fascinating elements of "Life of Pie," is that it is a story inside a story, inside yet another story. The novel is framed by a note from the author, Yann Martel, who describes how he first came to hear the fantastic tale of Piscine Patel. Within the framework of Martel’s narration is Pi’s fantastical first-person account of life on the open sea, which forms the bulk of the book. At the end of the novel, a transcript taken from an interrogation of Pi reveals the possible “true” story within that story: that there were no animals at all, and that Pi had spent those 227 days with other human survivors who all eventually perished, leaving only himself. This references the which story do you believe question I mentioned at the beginning. But at the end of the day, that's not really the point. The point is that the reader or viewer stay so loyal to the storyteller and his or her authenticity, that either story is palpable, and that there are enough truths to be credible.

Of course in business, being authentic and credible are key. What is your story and how can you best tell it? Do you understand that your audience needs to hear it more then once? Does your story help your audience identify with you and establish a connection?

6. Evaluate What You've Been Taught

We are all taught certain lessons growing up. We are told the world is one way, and yet we may experience it another way, or a myriad of ways. We grow and shed our beliefs over time, like a second skin. Pi is taught early on in Pondicherry at his father's zoo, that the tiger Richard Parker cannot be tamed. And yet once adrift in the Pacific, he knows that if he and the tiger are to co-exist, the tiger must and can be somewhat trained...at least enough for both man and tiger to establish boundaries and, as Pi narrates, "a way to communicate." It is also implied that Pi's belief in multiple religions and of course, in God, saves him as well. After all, the promise of the story is to make the writer, and the reader, believe in God, or at least a higher being. Promise fulfilled.

Are there beliefs you have always been taught that you now need to challenge? How are they helping or hurting your business or even personal success? Can you afford to let them go, even for a trial period?

7. Your Partner Should Bring Out the Best In You

The "character" of Richard Parker, presented as a very convincing computer animation, serves as a foil to Pi. The tiger could attack at any minute, but over time proves a necessary companion, keeping Pi alert and focused. He preserves the tiger, and thereby himself, and so it proves a symbiotic relationship, and the two form on oddly suited pair of partners on their terrifying journey. Richard Parker becomes increasingly human as the film and story develop, and by the end when he disappears into the forest, without even a goodbye or backward glance "after having gone through so much together." It is a strange ironic twist, and something of a "Born Free" learning to let go moment. Richard Parker's unsentimental exit keeps the story from growing sentimental, and keeps it real, so to speak. Real or imagined, stuff happens, and we have to move on.

Who are you partnering with in your business? Do they bring a different perspective and set of skills to the table? Do they keep you challenged and alert?

8. Measure Milestones

Measurement and the passage of time is a huge element in Pi's story. He marks the days in his notes, and throughout the narration references how much time has passed. It makes the story that much more remarkable and critical, successfully suspending our belief that anyone could survive alone at sea for that long. But the measurement and milestones themselves serve as encouragement. He has already made it that long, he can certainly last just a bit longer.

How do you measure success and sustainability in your business? Do you establish milestone dates for accomplishments and deadlines? Do you take into account tasks that take longer or shorter to complete, depending on their complexity?

9. The First Solution Isn't Necessarily the Best OR...Don't Be Deceived by Appearances

Toward the end of the film and novel, Pi lands briefly on an island that at first appears to be a paradise, or Garden of Eden. He finds food and a place to sleep, and is able to rest from his exhaustive months at sea, a welcome respite. But as night draws near, Richard Parker and the swarms of the now "celebrity" meerkats, freak out and head for the hills, as Pi learns that it is a carnivorous island that turns acid every night and feeds on itself, so to speak. From my reading online, this part of the story strikes many audiences as confusing, and some folks on Goodreads felt it should have been edited out. But of course, it exists for a reason. I think it's there to increase both the credibility and ambiguity of the story. The fact that the island cannot be mapped or found afterwards adds doubt to the story, yet the finding of meerkat bones on the boat further substantiates it. More paradox!

The lessons on this one?

Things are not as they appear.

The first solution isn't necessarily the final one.

Sometimes, we have to surrender completely before getting a second chance. True in life, as in business.

You choose.

visit www.carriefreelance.com

2012 Year on Twitter

noreply@blogger.com (caroline jaffe-pickett) — Wed, 12 Dec 2012 14:14:00 +0000

I'm taking a quick break from my series on getting started with social media, to highlight this very "twitteresque" 2012 Twitter highlights video featured on Tech Crunch yesterday. It's another great example of how a little goes a long way in communications, and how much you can really pack in to or minute and five seconds.
An excerpt from Twitter's blog post states:
"Every day, we’re amazed and humbled by the many ways in which people use Twitter, which range from simply retweeting to igniting conversations with hashtags (even around lesser-known topics) to sharing spectacular and far-flung views. In 2012, everyone on Twitter brought us closer to moments and places that used to be far away or inaccessible: A Tweet from the bottom of the ocean. Tweets from Mars. An extraordinary view from space of Superstorm Sandy. A quiet backstage moment with a presidential candidate. All of these and millions of other such moments were ours to experience directly wherever we were, in the midst of work or play or travel."

Twitter also shows class by thanking their community for all their success this year, and throws in a surprise. Some may have missed that the end of the blog post links to an interesting app called Vizify, (Twitter has partnered with them), which extracts interesting factoids from your social media profiles, and turns them into...what else? Infographics. OK, I admit I had fun with this one, and it only took a few mimutes to check it out, plus the edit feature allowed me to change the color scheme and design.
Here is my "bio" on Vizify, which I of course changed to purple, my fav color.

So, what do you think of Twitter's video? Have you tried Vizify? Are you making one of your own highlights videos for 2012? Share in the comments!

-Carrie Jaffe-Pickett
writer, editor
@carriewriter
https://www.vizify.com/carrie-jaffe-pickett

visit www.carriefreelance.com

Getting Started With Communications and Social Media Part 2: Audience and Relevancy

noreply@blogger.com (caroline jaffe-pickett) — Fri, 07 Dec 2012 14:00:00 +0000

By varying the content and writing a poem, as well as posting an unusual image, I got a record response for my client Menlo Pilates and Yoga.

Last week in Part 1 of "Getting Started with Social Media," I discussed several "cool tools" to help with time management in organizing your status updates, tweets, posts, etc. This weeks's installment focuses on audience and relevance, and of course, the chicken and egg scenario...how can you build an audience if you don't know what's relevant to them, and how can you know what's relevant with little or no audience to start?

Here are 10 suggestions to getting a jump-start on relevant content:

1. Build Your E-News Subscriber List First

Many of the small business owners I meet have the same pattern in common: they exhaust themselves working on their blogs, while pretty much ignoring their e-lists. Despite all the well-worn cliches about how "the secret is in the list," and "your list is gold," many don't realize how true this really is. If no one is reading your blog and you are not yet an influencer, you should use your newsletter to grow your audience, and similarly, push it out through social media to heighten your online visibility. Publish links to your latest issues on Facebook, Twitter, Linked In, and you can even create a Pinterest board dedicated to your e-news to grow your community.

2. Listen, Watch, Comment

A lot of advice for being effective social media today starts with listening to what is being said about your topic, niche, and brand. Know the problems your clients, members, and future stakeholders have, so you can create relevant content that provides solutions. Pay attention to your competitors' content and the reactions they are getting, so you can pick up quick tips on what works and what doesn't. Set up Google alerts for keywords in your industry. Comment and link to other blogs that deal with similar content.

3. Know Keywords for Your Niche

Whenever I write any copy for a client, I research keywords for their niche first. In that way, I can maximize the SEO potential of my content, and cast the net as wide as possible to attract potential audiences. Use keywords in your newsletters, website, blog posts, etc., and connect them to your social media updates for maximum visibility.

4. Survey and Ask Questions

Use the tools you have in place to find out market research about your community. You can use Facebook or Twitter posts to ask questions that provide information on how your fans enjoy spending their free time. What are their hobbies and careers? What thrills them or drives them crazy? How often would they like to hear from you, and what topics interest them the most? You can also use your newsletters as survey tools, and reward participants with a prize or giveaway.

5. Experiment With Multimedia

Audiences today expect to hear from you in a multitude of ways, and if you don't vary your content delivery, you may be losing valuable online attention to competitors. Posting interesting and unusual photos to go along with your blog posts and newsletters makes them that much more "sticky" for your audience. Adding video to the mix, where you either provide how to's and tutorials, interviews, or tell your story in a way that moves people, can create a lasting bond with your readers, and help ensure their loyalty to you. Podcasts are another popular tool to share information, interviews, and tips with your audience.

6. Make An Offer, Grow From There, and Be Generous

Sometimes you may not know exactly what your audience needs, but you have a pretty good idea to start with. Offer a small free item in your next newsletter, connect it to your social media messages, and see what response you get. If you get a fairly good response, offer your next item at a small price, and your next one at a higher price, making it clear the value added they are getting, and providing positive user feedback as much as possible. Be as generous with your audience as possible, so they know you care about them and want to help them.

7. Publish Testimonials

It's great for your customers to tell you how much they enjoy your programs or publications, but if they don't provide written or video testimonials, your business will remain a well kept secret. Use your website, newsletter, blog, and social media, to highlight positive customer feedback and create the buzz you want. Encourage tweets and posts so that you build brand excitement from your brand ambassadors...those who are genuinely excited about your business.

8. Have At Least 1 Great Book In You

The excitement and interest in ebooks is at fever pitch lately, particularly with Amazon's "Create Space" and other self-publishing programs launching everyday. A published book really is a great calling card, and not only shows your audience that you are serious, but adds to your credibility and authenticity as well. Not sure where to start? Group several blog posts with a similar theme together, and organize them as a PDF bonus download to go with blog or newsletter subscribers.

9. Publish User Generated Content

People love to see their own content being shared. Keep notes on questions clients or members have asked you, and use them as the foundation for a blog post or Facebook update, along with your answers, if course. Let your community also fill in the answers and have some fun and good discussion.

10. Link and Cross Promote

Study who else is out there that you admire or would like to link to, and work on growing the relationship. Subscribe to their publications, give them a Retweet or a Share. The laws of reciprocity do hold true here, and you'll be surprised how many people will give you a link or a shoutout if you ask, and if they like what you are doing.

I hope you find these tips and Part 2 of this "Getting Started" series helpful.

Now it's your turn...how do you stay relevant for your audience? Feel free to post in the comments.

visit www.carriefreelance.com

Getting Started With Social Media-Part 1 of 3: Cool Time Management Tools

noreply@blogger.com (caroline jaffe-pickett) — Fri, 30 Nov 2012 16:47:00 +0000

(Part 1 of a 3-Part Series to continue next week)

"We need a strategy," nonprofit executives say.

"We need a strategy," the small business owner tells the social media consultant.

"We need a strategy," the CEO of xyz Corporation tells the Mark/Comm team.

Everyone with a cause, a business, or a service, has a reason to be effective online, which means having a strategy with your social media to avoid getting lost in the frenzy of online communications. For many of us, the reasons below form the foundation of the strategy:

To build your business profile and visibility

To promote a cause or launch a campaign

To network with other businesspeople

To reach new clients/customers

To stay connected with existing clients/customers

To gather feedback and provide customer service

To launch new services or products

If any of these relate to you and you're just getting started, or you are reassessing your strategy, it's important to follow best practices for social media in order to avoid overwhelm and frustration. A few rules of thumb to get started...

be clear about the "why"

stay focused

balance personal and professional

don't think more is better

have some personality and find your voice

listen, monitor, and be responsive

get graphic

integrate your brand

Now, consider the following in Part 1 of this series, which focuses on time management. Stay tuned for Part 2 coming next week on Audience and Relevancy, and Part 3, on Metrics and Assessment.

1. TIME MANAGEMENT AND TOOLKITS

How much time and resources will be allotted to social media?

It is not a myth that social media can be a huge drain on time, particularly when there is no strategy. The more your strategy is in place, the easier it is to align it with your toolkit, which can automate and help manage the work.

Hootsuite is a popular dashboard that allows you to view multiple accounts at once, including your Twitter stream, Facebook feed, and keyword alert updates. You can also use it to schedule posts in advance, monitor when your brand is being mentioned, and get notifications when you receive direct messages.

I also like Buffer, which recently redesigned its interface to make posting easier, including image uploads for iPad folks like me. Below is a screenshot of my dashboard on the new Buffer platform. The Settings allow you to schedule your preferred dates and times for posting.

Nutshell Mail is a great aggregator to view all your social media streams, including your own, in your in box. The platform allows you to control the frequency of your email notifications, as well as which social media profiles you want to view. You can also reply to posts and post yourself directly through the program, launching right from your email.

TubeMogul uploads your videos to multiple sites, and also provides viewing statistics from each site.

FriendFeed is another aggregator that allows you to easily view and share what your friends and community are posting online.

SocialOomph offers a wide variety of features for Twitter, Facebook , and Linked In, as well as blog posts and enews integration. You can schedule updates and tweets, set up keyword alerts, and set up recurring updates.

Postling is another dashboard based on the inbox model, aggregating posts, updates, and alerts, in a similar way to Nutshell. Having used both for several years, I find Postling visually easier to view, and the alert notification for keywords is a nice plus to receive right in your inbox. It's also easy to post replies and mentions directly to the Twitter profile you want, which will not work when younget notifications directly from Twitter itself.

These are just a few tools to get started. How about your suggestions? What programs have I left out?

Share your ideas in the comments, and stay tuned for Monday's post focused in Audience and Relevancy, and Wednesday's post on Metrics and Assessment.

visit www.carriefreelance.com