On October 3^rd, Facebook will rollout its new ‘Time Line’ interface for all of its users worldwide.  This announcement comes fresh on the heels of the globally maligned ‘mini-feed’ update, which had members inquiring as to why Mark Zuckerberg was making unnecessary changes that rendered his free service difficult and inefficient for many of its users.  Bob Dylan famously sang, “The Times They Are a-Changin’,” which rings especially true in the rapid-fire realm of the Internet, where the environment seems to warp right as it becomes familiar.

Until recently, Facebook was primarily a medium for twenty-somethings and younger people to interact.  Within the last couple of years, the social networking behemoth has undergone a demographic shift that now transcends all ages and generations.  It’s a fairly common cliché that older individuals are steadfastly resistant to change, to the point of outright stubbornness, but the swiftly evolving world of social media has forced everyone to adapt, regardless of readiness or willingness. 

In the business and private sectors, for work or leisure, everyone depends on social networking.  Zuckerberg and Co. have cornered the proverbial market, like great puppeteers in the sky, maneuvering their respective mediums in any way they see fit.  Not a fan?  You can delete your free profile.  Feel the changes are too overwhelming or time-consuming?  There are still 800 million people who will disagree with you (fun fact: if Facebook were a country, it would be the third most populous in the world.)  Like it or not, the social media bigwigs hold the cards, and we can go with the flow or get left down-river.

Relentless evolution encompasses every social network, but occasionally the changes really do undermine the operation.  Myspace was the end-all be-all of leisure-based social media websites prior to News Corp buying it out and flooding the main page with ads and distractions (which led to the rise of Facebook.)  Fast-Pitch was immensely popular in the business world until an influx of multi-level marketers and spam triggered the mass exodus of its core users.  Myspace went from a value of $580 million when it was purchased in 2005 to a meager $35 million when sold in 2011.  Fast-Pitch has recently undergone a retooling in an attempt to garner users, but remains an afterthought when compared to business networking sites such as LinkedIn.

There is only one constant in the domain of social media: change.  Expect to be inundated with new features, new settings and new ways of interacting.  Frustration comes with anything that appears foreign, especially when you’re of the opinion that things were fine the way they were.  As you should with every aspect in life, greet new experiences and opportunities with an open mind, and embrace and appreciate your presence in the moment where all you can expect is that nothing will remain the same. 

-Carter Breazeale

PR/PR Public Relations

At the conclusion of every calendar year we are inundated with various ‘top ten lists’ and retrospectives detailing noteworthy events.  Here we are in September, and we’re already recounting memorable moments in 2011.  The common thread interwoven in these stories: social media, and how rapidly the globe seems to spin since we all plugged in to Facebook and Twitter.  The interesting twist?  Nearly every notable news story revolved around social networking and how its inception has ushered in a new era in the way we all interact.

News and current events are now instantaneous and comprised of second to second accounts from various social networking outlets.  At times, the 24 hour news cycle can seem exceedingly overwhelming; all it takes is poor cellphone reception and you’re the last one to know.  Clued in bloggers and beat-writers have become as reliable as contemporary news outlets, and considering the vast amount of red-tape required to verify and publish scoops, they’re faster, as well.

We’ve entered into a realm of uncharted interconnectedness.  You are literally one mouse-click away from locking down that meeting or scheduling that high-profile speaking engagement.  Taking to the pavement and purchasing advertising time has been replaced with Facebook ‘likes’ and Twitter hash tags, conference calls exchanged for Skype conversations.  Unquestionably, every business venture has been streamlined for efficiency and cost-effectiveness via social media.  The world simply isn’t the same.

With three and a half months left in 2011, there is still ample time for your endeavors to go viral.  Every tick of the minute hand marks a new happening somewhere across the globe, and with social networking, you can rest assured that we will all hear about it.  Utilize the tools at your disposal, connect with others so your message is heard, and become the person we read about when we refresh our newsfeeds.

-Carter Breazeale

PR/PR Public Relations

Our own in-house grammar-guru Lindsay Durfee made reference earlier this week to a recent USATODAY.com article that was littered with misspellings and various errors.  Although corrected, the post was met with a litany of user comments as to the carelessness of the media outlet releasing something without a simple proofread.  Their solution: disable the comment functionality, correct the errors, and enter damage control mode.  Was this occurrence a mere aberration or the symptom of a greater problem sweeping the business world?

The Internet Age tore across the globe like a bullet-train through Grand Central Station.  Many adapted to its advent, and many unlucky individuals let it pass them by.  Those who got on board early are reaping the benefits of its capabilities, and those who remained stagnant are trying to retain a firm grasp on their professional lives in this exciting and unfamiliar time.  There’s no doubt the Web has revolutionized all that we do, but in instances as described above, it may prove a hindrance as opposed to an advantage.

One glaring observation is the infiltration of “Internet shorthand” into the business sector.  While appropriate for your Twitter account or a quick text message, “LOL’s” and “U’s” have no place in the email subject line to your CFO.  A lackadaisical approach to the simple matters in business will simply cause your constituents to doubt your abilities and cast you in a negative light.

Our most recent blog post outlined the importance of using social media to craft your brand notoriety and maximize your Internet presence.  There is one other critical facet to this: use your brain!  Smart social media trumps a flood of nonsensical, inaccurate Twitter blasts and Facebook status updates.  Aside from providing a public forum for your potential clients to view your mistakes, it denigrates your message and broadcasts an image of inattentiveness to your affairs. 

With the world at your fingertips, it’s entirely too easy to drift into autopilot and allow technology to do all the work.  As USA Today learned the hard way this week, spellcheck is no substitute for attention to detail and a copy editor with a keen eye.  Rein in every aspect of your corporation that is visible to the public: from pitches and press releases to blog posts and business emails.  The Internet is a magnificent tool; allow it to work for you and not against you.

-Carter Breazeale

PR/PR Public Relations

Amid allegations of fraud and misuse, on August 14^th Starbucks put the kibosh on Johnathan’s Card, the latest social-phenomenon to ignite the Internet.  Working on the long-held, but woefully infrequent practice of ‘paying it forward,’ Johnathan’s Card allowed folks across the country to utilize Jonathan Stark’s Starbucks card to buy each other a cup of coffee.  As drinks were purchased, the account was drained and replenished by its users and the available funds updated in real-time via Johnathan’s Twitter handle: @JohnathansCard.  The coffee conglomerate was silently rooting for the endeavor to succeed, but unfortunate circumstances forced their hand in canceling the account.  Albeit short-lived, this thought-provoking experiment was a testament to the global impact of social networking, and how far-reaching the Internet’s information-rich tentacles can truly be.

By far, the best example of viral Internet marketing is Old Spice’s ‘Mano A Mano in El Baño’ campaign.  The ‘Old Spice Guy’ answering Twitter users’ random questions in the form of a personalized commercial on YouTube cemented Old Spice as ahead of the curve in employing the web for marketing and brand recognition.  Personally, I found myself ignoring all other products on the deodorant aisle and heading straight for the Old Spice.  When an ad campaign compels you to purchase a product simply because you appreciate the commercials, someone in the PR department is doing it right. 

The fact of the matter is that the game has changed.  Facebook, Twitter, LinkedIn and other social media websites have turned the advertising game on its head and shifted the way we all conduct business.  Gone are the days of supermarket circulars and cold-calling.  Obsolete and arbitrary are many of the practices once considered the standard in the world of sales and marketing.  Your prime objective should be widespread visibility, and in terms of crafting your brand and name-notoriety, the old way of doing things simply doesn’t suffice. 

Focus on your social-media footprint and maximizing your online presence.  Make a mental note that you are the artisan of your own future successes and profitability, and take advantage of every possible avenue for enhancing exposure.  We are waist-deep in previously uncharted waters in terms of publicity, and the possibilities are virtually endless.  Don’t wait for the ship to sail: take a cue from Johnathan Stark and Old Spice and dive right in.

-Carter Breazeale

PR/PR Public Relations