To set the stage, though (remember I used to be in the theater business), here’s what our deck (which is what the kitchen door opens out onto, and the way we get into our backyard, and where the dogs… you know…) looked like this morning around 7 am EST, followed by Lola Elizabeth (don’t you know bassets always, ALWAYS, must have middle names) looking out of the window longingly. And once you’ve had a gander at the photos (more here), do enjoy the video.

And as I write this – the deck is covered again. Sigh.

Happy #snowmageddon!

I never got around to posting it the last time, though a few of my Twitter friends enjoyed it – and this time around it seems it’ll snow for quite a while before we can enjoy another canine romp through the white stuff.

Until then, for your viewing pleasure, here you go (and check out those abs on Lola the basset). Stay safe!

You might wonder why I borrowed from “The Walrus and the Carpenter” in titling this post. The thing is, Mr. Carroll’s poem is so full of beautiful whimsy, I can’t help but think it reflects some of the chaos we are still dealing with when it comes to measuring PR.

I write and speak often on this but really… why are we still going round and round in circles about something like AVE (ad value equivalency) which is essentially a measure of output when we know what’s really important to the C-suite is focusing on outcomes? Fortuitously, I stumbled across Pritesh Patel’s post on the subject of AVE as I was pulling this recap together, so do give it a read.

If I have one mantra when it comes to measurement – that’s it. Outcomes outcomes outcomes. Repeat after me: OUTCOMES.

But this recap isn’t (just) about me. So in that vein, here’s Sean Williams’ recap, which also looks at the AVE debate (or paroxysm, as he calls it). Below are some of the highlights of the chat, and you can find the entire transcript here.

The four questions posed were:

• What are the most common mistakes in measuring PR?
• How does a newbie get started in “smart” measurement?
• How has the PR measurement landscape changed over the years, or has it?
• Can you recommend some educational resources?

Here are just a few of the gems, and not just from Katie:

And those are just a few. I do hope you’ll read the transcript and share your thoughts via a comment below, or on Twitter using the #measurepr hashtag.

Katie – thank you so much for kicking off the inaugural #measurepr chat; I hope you’ll be back often as the featured guest!

A quick note on how we’ll proceed: these chats will take place every two weeks for now; if we see a great urge to increase (or decrease the frequency), we’ll do so, but for now, if you’re interested in PR measurement, do mark your calendars for the next one (February 16) from 12-1 pm ET, and every other Tuesday following.

And remember – we want to get your questions answered – so if you have questions you’d like to have discussed at a future chat, please email them to me at sburke (a) shonaliburke (dot) com – or, of course, you can always tweet me.

Until the next time – keep chatting and keep measuring!

More resources:

• The Institute for Public Relations has great resources on measurement
• I created a Twitter list of folks I think are leaders in measurement, so you might want to check them out
• As our featured guest, I think it’s only right to point you to Katie’s website and blog
• A presentation I made at PRSA09 on measurement, which may particularly help those of you at non-profits/with low or no budget

Image: Quinn Dombrowski, Creative Commons

1. With an open mind, you’ll find opportunities in the unlikeliest of places

I’ve always been the kind of person to get involved in clubs and organizations. In San Francisco, I was on the board of a small publicity-oriented group, but wasn’t at all involved with IABC, simply because I didn’t have the time (ironic, huh?).

But when I knew I was moving to DC, which houses the largest IABC chapter in the country, I knew I had to check them out. After arriving here and settling in, I looked up their events calendar and started going for EVERY event I could, regardless of whether it catered to me or not; I figured the more people I met, the better for me.

One of those meetings happened to be an “accreditation funshop.” I’d started getting interested in accreditation a couple years prior, so off I went to learn more about it, even though it wasn’t a job-hunting or networking event per se. At that event, I got to know, and hit it off with, an extremely active IABC-er who ended up sending me the way of her neighbor… whose organization just happened to be looking for a PR professional of my level.

I interviewed and ended up getting a job offer, which I considered strongly, but didn’t take (I’ll tell you why in a moment). But I’m still in touch with some of the folks from the organization and none of that would have happened had I not ventured out.

2. Put your money where your mouth is… wisely

Even before I moved, I’d looked up IABC (as I mentioned) as well as the other networking groups in the area. Now, I’ll be the first to admit that trying to get the lay of the land when you’re completely new to it isn’t easy. Still, through some pretty intensive Internet searches, I knew that WWPR and PRSA were a couple of other groups I should start getting to know.

At the time, I couldn’t afford to join IABC or PRSA before I’d moved, but WWPR’s membership fee was relatively inexpensive. So I signed up – while still in the Bay Area – and once my membership went through, promptly emailed a couple of board members to introduce myself and let them know I’d be moving to the area.

Then, when I got to DC, I followed up with them and joined the organization’s pro bono committee. Through my activity with them, I not only made some great friends I have to this day, I got… you guessed it, another job offer (which I also didn’t take… yes, I’m coming to that).

If you want people to take you seriously, you have to show them you’re serious. And more often than not, that means putting your money where your mouth is. I know it’s tough, so do it wisely… but you really shouldn’t expect something for nothing.

3. If you think a job is right for you, use your leverage if you have it

The year we moved to DC – 2003 – was memorable for another reason; it was my first encounter with Katie Paine, measurement queen, mentor extraordinaire and who I’m fortunate to call a good friend. I’d organized an event at which Katie was speaking (there’s that professional development thing again!) and we hit it off. She gave me an introduction to a good friend of hers who was with Hill and Knowlton at the time – and I followed up when I was in DC.

After meeting, and getting along with, me, said friend gave me an introduction to four extremely highly-placed and well-connected agency friends, one of whom happened to be the Director of Media Relations for Ruder Finn. The minute I heard “Ruder Finn,” I knew I wanted to work there; I wanted large agency experience and their origins in art-related PR struck a chord with my entertainment background. I followed up with her, we had lunch and she set up a series of informational interview for me at RF. They loved me; I loved them. And over the next few months, I kept hearing that… but no offer was forthcoming.

One week the stars aligned. I received not one, but two job offers (#s 1 and 2 above). But I really, REALLY wanted to work at Ruder Finn. So I called my contact and let her know – nicely – that I had a great job offer on the table to which I needed to respond by week’s end. That this was not a shakedown, but that, if they were at all considering hiring me, now would be the time to make that known.

I had an offer in 24 hours.

Make no mistake, I would have taken that other job. But I leveraged the job I wanted. And you can too; just be prepared to walk the talk in case it doesn’t go the way you want.

4. Networking’s not a right, it’s a privilege

“It’s not a right, it’s a privilege,” is one of my husband’s frequent remarks about driving, and I think that applies to networking as well.

I know many people who make introductions and connections on a regular basis – I’m far from the only one – for no monetary gain whatsoever. There is certainly the “karma” aspect, though I don’t think any of us are intentionally trying to earn karma.

So when people give of their time and connections, remember this isn’t just a favor they’re doing you; they’re making a choice to spend time with or on you, as opposed to something else (which could quite possibly be earning them money). So please, please, please don’t take it for granted.

What does that mean? “Thank you” will go a long way, especially as a hand-written (yes, hand-written) note or card.

Along those lines, please don’t tell someone you’ve never met to “feel free to pass my resume along to anyone you think might be interested.” It’s not their job to help you. It’s YOUR job to help you.

5. Stay in touch and return the favor when you can

One of the first things I did before I moved to DC was get advice on my resume. Through a friend, I was put in touch with a senior executive at APCO Worldwide and while she didn’t have any openings for me at the time, she did spend an inordinate amount of time making suggestions on reformatting my resume (and it’s a format that has remained, to this day, and which I share freely with others, so if you’d like to see it, all you have to do is ask).

I can’t tell you how grateful I was – and still am – for all the time she spent with me. And even though we still haven’t met in person (I know, I know), I make it a point to keep in touch and one day, I’m convinced, will get that proverbial cup of coffee. Not because I want anything from her; but because I’m genuinely grateful for the time she gave me, which was invaluable to my job search.

Take it from me; when someone’s taken the time to review your resume, introduce you to a few folks via online or offline, they deserve more than a bcc email you send all your contacts to announce your new position before you disappear into the blue yonder.

Sure, send the bcc email; but always follow up and thank them personally. And keep in touch over the years as best you can. It’s the right thing to do.

And now, for some additional resources:

• Ned’s Job of the Week is a free, weekly jobs e-zine that I’ve written about before, and to which you should subscribe
• If you’re moving to DC and are looking for a job in communications, IABC, PRSA, WWPR and WNG are just a few of the organizations you should check out and start getting active in
• Again specific to DC and the PR field, PRofessional Solutions is a terrific PR temp agency
• If you haven’t already created one, VisualCV is a terrific complement to your LinkedIn profile; I strongly suggest you have both, and keep them updated

Those are my top tips for job-hunting via long distance, though I think they apply to job-hunting in general. What can you add? Do you have stories to share that we can learn from, perhaps get a chuckle out of? The comment section is yours!

Image: Ame Otoko’s Flickrstream, Creative Commons

This is a guest post from Chuck Hemann, someone I’ve enjoyed connecting with in the online world, and whom I very much hope to meet offline soon. Read on for great tips on landing a job using, and in, social media.

Social media jobs are popping up around every corner, and so are the people looking for those jobs. Unfortunately, the economic downturn took a heavy toll on the PR profession. Jobs aren’t as available for the experienced, or entry-level, professional. Because of the dearth of opportunities, many pros have taken to the Web in an effort to network and potentially land a new career.

If you’ve ever connected with me online or offline, you’ll know that I recently accepted a social media associate position with WCG, global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies. I have enjoyed my current role as manager of research and online reputation for Dix & Eaton, but was hoping to land something more social media-focused.

If you currently have a job, or are recently unemployed and looking for something new, or even a recent college graduate who is trying to break into the workforce here are five tips that helped me land my job in social media.

1. Identify your niche

Social media may be new, but that doesn’t mean there aren’t a host of cottage industries within the space. Are you interested in measurement/monitoring? Are you interested in community management? Are you interested in SEO? For me, that space was in monitoring and measurement so I made sure I got to know the folks from Radian6, Katie Paine, Don Bartholomew, Ken Burbary and a host of others you can find through my Twitter lists.

Do not try to be all things to all people. The end result will be you’ve spread yourself too thin, and probably not become noticeable in any one category.

2. Identify the “influencers”

I usually hate the term “influencers” as there’s really no standardized method to determine who’s truly influential, but in this case it makes sense to determine the 10-15 people in your niche that you’d like to read, and interact with. A Google search for any of the topics I’ve mentioned above will certainly help in that process, but don’t be afraid to ask. Use LinkedIn forums or Twitter or your own blog to ask people who they find influential.

3. Take a position

One of the pieces of advice I give to entry-level pros, and even more experienced professionals, is take a position. Nobody likes the guy/gal who waffles (unless you’re Switzerland), so figure out what your position is on the hot topics within your niche and express them.

Is this potentially dangerous? Sure, but prospective employers are looking for the ability to articulate and defend an argument. My first opportunity to do that on a large scale came when Jason Falls allowed me to share the approach to social media listening that I helped cultivate here at D&E on his blog. Search for those same opportunities within your niche.

4. Engage those “influencers”

Social media, regardless of the particular tool, does not come with an engraved invitation.

You either take the time to get to know the folks who are influential or you don’t. I haven’t “met” a person yet who is unwilling to engage people who engage with them. Take the time to get to know the influencers in your space and then engage them where they live.

5. Take it offline

Your online interactions can only take you so far. At some point, you need to meet the influencers in your space in real life. Whether you meet them at a conference, a tweetup, or just strolling through their neck of the woods you’ll no doubt gain more value from the relationship after you’ve met them in person. I’ve had the opportunity to meet many social media folks over the last two years and wouldn’t trade those experiences for the world.

These are just five things that worked for me. If you’re interested in other takes on landing a job, I’d encourage you to check out the posts from Teresa Basich and Lisa Hoffmann, both of whom have recently started new jobs in social media.

If you’ve recently landed a job in social media what worked for you? Do share!

Chuck Hemann, a 2010 Society for New Communications Research Fellow, is currently the manager of research & online reputation for Dix & Eaton, a communications consultancy with specialized expertise in social media strategies and tools. On February 15, Chuck will begin a new role as social media associate for WCG, a global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies.

Image: Laurie Nadeau, Creative Commons

Image: Mark Smiciklas, Creative Commons

So – here’s where I’ll be over the next few months, adding new dates as we go along. Do let me know if you’ll be anywhere that I am, so that we can say “hello” to each other (and if you can join a webinar or teleseminar, I’ll be delighted).

By the way, if you’re interested in measurement, tomorrow I’m doing a webinar for PRSA Tampa Bay that reprises my turn at PRSA’s 2009 International Conference. You can register until 11 a.m. EST tomorrow, I believe.

Updates will be made to the speaking page on my website, if you want to keep tabs on it. I hope to see you soon… somewhere!

• January 25: a “head of table” at Social Media Club – DC’s inaugural social media breakfast
• January 28: PRSA Tampa Bay, a webinar of “From ROI to KPI” originally presented at PRSA09
• February 4: PRSA teleseminar on the nexus of PR and social media
• March 25: IABC Cleveland
• May 26: WebCom Montréal 2010, Montréal, Canada
• July 21: PRSA Alaska

Image: Tom Raftery, Creative Commons

With content from leading women entrepreneurs on a variety of subjects, Women Grow Business has really made a name for itself in an extremely short span of time, thanks to a great many people, but particularly, I think, because of Shashi Bellamkonda and Jill Foster; it’s the latter whose able hands I’ll be taking over WGB from.

Because of their efforts in building a vibrant, thriving community, WGB has received so many accolades, it’s a little mind-boggling: one of Forbes’ 20 best marketing and social media blogs by women, to name just one, not to mention Jill herself being listed by Forbes as one of 30 women entrepreneurs to follow on Twitter (and whatever your opinion about Twitter lists, you have to admit that’s a pretty cool one to be on).

Fyi, Shonali Burke Consulting still lives

Quick aside: in case you were wondering whether I’m giving up my consulting business – no, I’m not. Shonali Burke Consulting is alive and kicking and open for business. Hey, that’s what Women Grow Business is all about, right?

Back to WGB

So, anyway. I’m pinching myself because I can’t quite believe I get to do this – but I need your help.

Women Grow Business will not remain, or grow from, the amazing community/community blog it already is if women entrepreneurs and business owners don’t join in.

So please, visit me over at WGB, send me ideas for guest posts, let me know how you’d like to be involved. Follow us on Twitter and stay tuned for more developments online as well as offline, that we’d love you to be a part of.

Thank you for the incredible warmth and happiness you’ve shown to me today, and I’m looking forward to growing this wonderful community with you!

Wow – what a great time. First of all, it was sold out (well, it was free, but if you wanted to share in the extremely tasty, hot breakfast, you had to shell out $10, which I think is a deal). Teaism’s cup was running over, if you’ll pardon the expression, of social media maniacs. And we’re a hungry bunch, in more ways than one, so we were eager listeners when Andi Narvaez, who was running the show, kicked things off.

Speakers Geoff Livingston, Shashi Bellamkonda and Alex Howard were fabulous, as was the organization by Andi and her cohort, Rachel Rule. I had a terrific time being a “head of table,” along with Mike Schaffer – and we were even at the same table, which was great. Among others, I got to meet James Walker, Lorna Webster (all the way from Fredericksburg, Va.), Ashley Settle and catch up with Kim Oser (we were all at the same table).

Though I’d meant to post this much earlier, in a way I’m glad I didn’t get a chance to do so, because I’ve found some terrific recaps of the event, such as in Shashi’s Examiner column and Alex Priest’s excellent writeup.

As you’ll read, the speakers all agreed on mobile being a top trend (and you can see how this is a theme in Geoff’s recent post over at Mashable on the Haitian earthquake implications for non-profit organizations).

Shashi made an excellent point (out of many) about integrating social media into your websites (“people aren’t going to come to your site to talk about your product/brand”), and Alex ripped through so many trends (including geo-location, niche networks, privacy – or the lack thereof – and real time) in his Prezi presentation, I felt like a benevolent hurricane had blown through the room. Fortunately, he’s allowed us to embed his excellent presentation, so have a look (tip, watch it in fullscreen mode, it’s much more fun).

Our table had an amazingly free-flowing discussion once the speakers wrapped; we covered everything from how businesses are using Foursquare, to governance of the Internet, to the successful integration of different applications. In fact, they pretty much had to throw us out (ask Mike, I’m not kidding). It was a great way to start a day (and week).

By the way, I’ve seen a few disappointed tweets from folks who didn’t know it was happening. Folks, if you subscribe to SMC-DC’s blog, and/or follow their tweets (#smcdc), and/or join their LinkedIn group, you’ll know when the next one is, won’t you?

The Real A-ha Moment

For me, the real “a-ha” moment was the engagement that we all shared, and the clear enjoyment we had in meeting each other, particularly when so many of us only knew each other from Twitter.

So in my opinion, while social media and online networking clearly has new and exciting heights to scale, I think we’re also going to see a resurgence of offline interaction in the days, months and years to come. Because all the trends the speakers spoke about had one thing in common, no matter how cool they were – they enable us to make better connections with each other.

The online world making us more human? Who’da thunk it.

If you were at #smbdc, what did you think? Did your table have other conversations you’d care to share? Do tell!

Image (cc) courtesy Shashi Bellamkonda, Social Media Swami, Network Solutions

‘Cos that’s the kind of week it’s been.

Have a great weekend.

Image: 1Happysnapper(photography), Creative Commons