A version of this article orginally appeared on BlackEnterprise.com.

For many business owners, becoming more active on social media was a business resolution you made for 2012. You know how to approach your social media content and how to use social media to attract new customers. But once you are active on different social media sites, it can be difficult to keep up with all of the online mentions of your brand, and managing your online presence can become overwhelming. Worse yet, you may be missing opportunities if you’re not measuring social media effectively.

I reached out to four social media professionals who manage social media for clients around the world. Here are some of their favorite tools to manage, monitor and streamline social media.

James S. Walker (@JayWalk1)

Manager, APCO Online and Founder The Social Diverse Project http://sociallydiverse.posterous.com

“Hootsuite is a Twitter based solution I love. Its capabilities have expanded over the last few years, but I have been able to manage personal and client Twitter accounts from this platform without issue. A big plus is the ability to schedule tweets. When I’m on the go and working across timezones, the ability to share information  (when I want to share it) regardless of my location is priceless,” Walker says.

“Manage Flitter can be an important tool for those of you who know exactly who you are targeting, Once you start to build a base of users, it takes work to maintain a connection with everyone, and you might lose a few followers along the way. Manage Flitter will help you get a sense of light and heavy users (in terms of Twitter activity) and it will also let you know who among the group of people you are following is not following you in return. You may have provided great value to a follower at one point, but now, they’ve lost interest. Using this too, you can see who you might need to reach out and touch directly to build their interest again.

“TweetStats is an oldie but a goodie. This Twitter analytics site pulls up several charts to help you understand the network of any given user. The section most interesting to me from a business perspective is when a user tweets during the day. If you have a few targets on Twitter and are able to view their data via TweetStats, you can see when it’s the best time to get your message on their screen. ”

Meredith Leigh Moore (@Meredith_MCD)

Director, External Relations and Brand Outreach for McDonalds Corporation

“I’ve used Cotweet and Radian 6 as part of our official McDonald’s Twitter team,” says Moore. “There are pros and cons to both, but the ability to analyze a user’s influence on the public and history with your organization is a crucial benefit for both. The feeds for both are easy to understand and are good for a business with multiple administrators behind the scenes to make it seamless for the audience.”

Michael Street (@StreetForce1)

Account Supervisor, MS&L Group

“Bit.ly is for measuring clicks and various other analytics from your social media campaigns,” says Street. “This is a free tool that I use on a regular basis for my clients. More recently I used this for tracking clicks, top referring sites, and other metrics for live streaming a concert in New Orleans.

“EdgeRank Checker helps you learn when is the best time to post content to your Facebook page and what content is working the best for you and what’s not. The cost is free for limited stats and $15 for more robust metrics and analysis. I use this tool to monitor engagement across all the accounts that I manage for various clients.

“Hashtracking allows you to measure the impact of your twitter campaign my measuring the activity, retweets, and impressions related to your campaign’s hashtag. This is a free tool to use and I’ve used this for various clients/campaigns such as Belvedere Vodka’s World Aids Day campaign.”

Lesly Simmons (@LeslySimmons)

Founder & Strategist, Digital District Group http://www.digitaldistrictgroup.com

“Google Analytics is the way to go for those needing more advanced tracking over their social content,” says Simmons.  ”Most people only know how to use it for website monitoring, but there are really rich social monitoring tools built in that can tell you how your content is spreading across the web via social media. It takes more time to understand how they work, but if you’re looking for robust reporting, this is the way to go. And it’s free!

“Google Alerts is the easiest way I’ve found to get regular updates without constant searching if you’re tracking a specific topic. Enter your keywords and the results come to via email, either in daily digest form or as they appear. This is perfect for events with a specific name to see the conversation

“Google Reader is still the easiest and best way to find, follow and engage with blogs (which are not going away any time soon). Google Reader now integrates with Google+, so shared posts appear there, which may require additional monitoring for people not already active in the space. For keeping up with blogs I still haven’t found an eaiser solution.I’m clearly big on Google! I’ve been testing a lot of newer tools in recent months, and haven’t found anything that tops these at an affordable price point. I’ve actually recommended getting rid of some of the pricier tools for larger clients, and really harnessing the power of these, with some success. All of these are available on mobile as well as desktop formats, which is huge for me if I’m on the road and need to access or update something quickly.

“Evernote is a general productivity tool, but its a perfect repository for ideas related to blog posts. I create notes with any kind of content, from a photo to a URL on any computer or device and have them sync seamlessly. When I am ready to use the information, I just fire up Evernote wherever I’m working and all the information I’ve shared appears without me needing to track it down or remember where I saved something.”

Last month I was invited to speak to a roomful of independent public relations pros at the Independent Public Relations Alliance of PRSA’s January luncheon.  The title of the event was “Indie Brand Check” and the premise of my talk was that as public relations professionals we are so focused on our clients that we fail to spend adequate time on our own marketing.

Yes we do great work, but failing to ramp up our own company’s marketing and PR could result in missed new opportunities.

So as you’re creating marketing, communications and promotional plans for your clients this year, put aside a little time to work on your own marketing and PR. When you get a new client inquiry from your shiny new web site, or at a speaking engagement, you’ll be glad you did.

Here are a few tips I shared.

The Spotlight is Your Friend. Make yourself client #1

We work in the background. We are expert deflectors-staying out of the pictures, staying out of the headlines, staying in essence, out of the way.  And we do it because it’s our job to make others shine. Continue Reading

Sakita Holley, Founder-House of Success PR

Twitter   @MissSuccess

Web   House of Success

Blog   SakitaHolley.Com 

LinkedIn  @SakitaHolley

Mopwater: Describe your path to PR: How did you wind up in this field? SH: In retrospect, I would describe my path to PR as a natural progression, because growing up I always participated in activities and displayed certain characteristics that are usually attributed to PR people. But, I didn’t know how to articulate PR as an actual career path until I started seeing the field depicted in movies and on TV shows. Once I knew what PR was, I made the library my second home. I read every book I could get my hands on about PR, media relations, PR writing, etc. I wanted to know what I was getting into.

When I got to Howard University in Washington, DC, I was originally a pre-med major and a PR minor (my goal was to be an ob-gyn that gets quoted in all of the major magazines). But that was a short-lived notion because by my second semester I completely gave in to PR, which I think is my true calling. By that time I had already secured a summer PR internship at Jade Dressler Communications in NYC and switched my major to PR with a minor in entrepreneurship because I knew I wanted to own my own firm.

From Jade Dressler Communications, I would go on to work various roles at celebrity PR firms, a global PR powerhouse, a national non-profit organization, eventually landing in the corporate communications world at Prudential Financial. From there I would leave to launch my lifestyle brand relations firm House of Success.

Mopwater: Describe a pivotal moment in your career. Did you have a mentor or internship that really solidified your interest or helped you hone in on a specific focus area? SH: The two most pivotal moments of my career so far was when I earned my first two media hits during my first PR internship in the NY Daily News and Black Enterprise magazine and the other pivotal moment was when I won my first client account after launching House of Success. That moment was confirmation that I’m on the right track.

I have several mentors, but they’ve only enhanced my love of the PR industry. I was lucky to know exactly what I wanted to do early. Continue Reading

Happy New Year!

It’s been a busy few weeks around here with the holidays and two small children in the house. I managed to stay awake last night to see the ball drop at midnight. After a couple of glasses of champagne, I will admit that I was asleep shortly there after.  But before eventually succumbing to sleep, I got to thinking about the year that just passed.

2011 was not without its ups and its downs. The economy hit my clients hard and they had less money to spend on their public relations, marketing and social media. There were a few really slow, scary months. But a funny thing happened, during the slow times. I kept providing useful, relevant content to my audience. And you know what happened? Things eventually picked up. I got an opportunity, then a bigger one, and then an even bigger one.

One day this past summer, I was sitting in the grass near the Georgetown waterfront when I got a phone call from an advertising agency owner.  She was in her office, looking over an RFP to create a social media plan for a major government agency. “When I got this in my inbox, I immediately thought of you,” she said.

Now, I don’t physically see her often; maybe once or twice each year. “I always get the most useful social media information from you,” she said. “I knew exactly who this RFP was for, even before I finished reading it. I knew you were the person they were looking for.”

By staying there in the background, pumping relevant information into her newsfeed and being useful, I stayed top of mind.

If you’re building a personal brand, how are you staying top of mind? You already know how important it is to create content. But are you creating content that truly builds your brand, every time?  Is your blog reinforcing your personal brand? Are your tweets, status updates and even instagram photos doing the same? If not, it’s time to get your content and your brand in alignment.  Since we have a big shiny brand New Year sprawled out before us,  let’s strike while the iron is hot!

I put together this BrandCal Creation tool for you to help you plan. Print it out, fill it in, and put it some place you can see it and refer back to it all year long. You can grab your free tool here.

Until next time,

By Amanda Miller Littlejohn | @amandamogul

I find the most fabulous people on Twitter. I can’t quite remember how or when I began following Ms. Ashley Small, but I’m so glad I did. She is a fierce indie PR firm owner out of Houston and she’s always tweeting about some fabulous project or another. Earlier this year, she was named one of the Faces of Houston by Fast Company Magazine!

I’ve been wanting to profile her for some time now, and finally got my chance. I hope you follow her and find her as inspiring as I do! Enjoy

Ashley Small (@AshleyRSmall)

Houston, Texas

Owner, Medley, Inc.

Mopwater: Describe your path to PR. AS: I’ve always worn many hats and had a sincere passion for media. I was introduced to PR by chance…I needed to take an additional class to meet the requirements in college at Texas Southern University, so I begged my (now mentor) then Chair of the Journalism Department to allow me to take the advanced PR class…it was love at first assignment;).

I’m from Tulsa, Oklahoma and I worked on the school newspaper in high school-so initially went to college to pursue a career in journalism. Ultimately, I majored in journalism, minored in PR. I had several internships while in college and after graduating, including internships at JONES Magazine, Schipul, The Web Marketing Company, The Axis Agency and more. My first job after college was in advertising at the Houston Chronicle.

Mopwater: Describe a pivotal moment in your career. AS: In PR, my pivotal moment was when I took the advanced PR class. I was able to work on actual campaigns, and work on projects that allowed me to utilize my writing, my personality, aggression and energy. Just writing this, reminds me of the thrill of PR. It’s a demanding, and hugely gratifying field for a person like me.

For social media, my pivotal moment was when I interned at Schipul, the Web Marketing Company. I was the SEO intern in 2007, and learned more about the web in 3 months than I had in my entire life. I became fascinated with the opportunities presented via web marketing.

Mopwater: Describe your typical day, workplace and office settings. AS: I have an office, but prefer to work from home. I’m one of those people who roll over and reach for coffee, and then her laptop. Really, I check my iPhone through the night and when I wake up in the morning.

I have a task list for each day and just do my very best to knock it out. My days are mostly spent on my computer, for up to 12-14 hours a day, At times, I attend media interviews with clients, but otherwise I pretty much stay glued to my laptop and phone.

Mopwater: What are your favorite PR tasks? AS: Building/creating lists. In PR this, is our most valuable asset- our contacts. So it’s a task that must be done. Sponsors, media, potential clients, etc.. So many lists in this job…

I love to pitch, and I am thrilled when the writer/reporter loves the pitch. I don’t dread releases, but prefer to write a quick, focused, research-driven pitch. I’m learning that in most cases, this approach is more convenient for both me and the writer/reporter. Getting straight to the point….boldly making the ask.

We don’t do a great deal of blogging for our brands, but we do love maintaining social media sites for them. Every audience is different, and I’m always curious to see how different audiences respond to content.

Mopwater: Who are some of your clients and projects? AS: Our clients include The Museum of Cultural Arts Houston (MOCAH), Natural Resources Salon, Melodrama Boutique, Texas Southern University and more. Our projects vary, but usually include public relations, new media, brand development or special events.

Typically, I work towards identifying media opportunities and securing placements. I also focus on keeping our clients visible online. Whether that’s through social media maintenance, content development or blogger outreach- my goal is to create a strong presence for clients.

Here’s a sample project:

Client: The Museum of Cultural Arts Houston (MOCAH)
MOCAH is Houston’s leading developer of community based public art and cultural programming. As a non-profit art organization they are dedicated to the mission of using art and creativity as tools for social awareness and community development.

Outcome

In less than one year:

• National features on ABC, in Art Knowledge News and Art Daily
• Secured over 20 media placements valued at $50,000
• Established brand familiarity and new partnerships for MOCAH

Mopwater: What advice would you give someone breaking into the field? AS: Know your strengths and maximize on them. If you’re a great researcher, learn to pitch detailed, newsworthy stories and create superb analytics. If you’re (like me) and enjoy meeting people and connecting, make it a point to build genuine relationships.

Mopwater: What would you change about your journey so far?  AS: I can boldly and confidently say nothing. I’m grateful for everything I’ve experienced….I’m truly grateful for having a strong sense of faith and knowing that everything happens exactly as it should. No regrets….not one.

Follow Amanda on Twitter @amandamogul

Enjoy!

Marketing Coordinator – Billboard New York, NY

We are seeking a Marketing Coordinator. This position will report directly to Billboards Senior Marketing Manager, and will support the efforts of the entire marketing team.

Skills/Experience: A minimum of 1 2 years of experience at a media/publishing company, an agency or a PR firm preferred; Knowledge of digital media required; Knowledge of event marketing/PR required; Proficient in Microsoft Office (specifically Powerpoint); Some exposure to the entertainment industry preferred, but not required; Detail oriented, resourceful, creative/strategic thinker, ability to adhere to tight deadlines, ability to juggle several projects at once, excellent written/verbal and interpersonal skills;  Some travel required

Now in its 117th year, Billboard is the world’s premier music brand consisting of Billboard magazine, Billboard Events, Billboard Bulletin, Billboard.biz and Billboard.comthe online destination of choice for millions of music fans. The Billboard brand is built on its exclusive charts and unrivaled reporting on the latest news, issues and trends across all genres of music. In addition to North America, Billboard operates businesses in Brazil , Greece , Japan , Korea and Russia .

Responsibilities include: Creating marketing materials such as: one-sheets, presentations, media kits, brochures, house ads and other promotional materials; Ideating and developing proposals in response to RFPs and for proactive pitches; Collaborating with the sales, editorial, product, design, ad operations and social marketing teams to assist in the execution process of integrated programs; Helping with the execution of Billboard events and on-site sponsor activation; Maintaining existing as well as cultivating new relationship with industry events and organizations; Helping to manage the marketing budget;  Supporting Billboards PR / social media efforts Continue Reading

Tia T. Gordon, 34

Washington, D.C.

Founder and CEO

TTG+Partners | @ttgpartners

Mopwater: Describe your path to PR: How did you wind up in this field? TG: After failing statistics twice as an electrical engineering major, I decided it was time for a change.  I became a communications/PR major during my junior year and quickly embraced the field of PR by taking on several internships.  I interned with different types of organizations in many industries to understand the full scope of work involved with PR.  In order to accomplish my goal of being a well- rounded PR professional—from writing to pitching—I knew it was important to take full
advantage of learning the field through internships.  All of my internship experiences helped me to land and be prepared for my first full-time job after college, which was serving as the national spokesperson for the U.S. hotel and lodging industry (American Hotel & Lodging Association).

Mopwater: Describe a pivotal moment in your career. Did you have a mentor or internship that really solidified your interest in this field or helped you hone in on a specific focus area? TG: As someone who now works in education, ironically my very first PR internship was with an education scholarship organization in Washington, D.C.  It changed my life.  I’m definitely living in a full circle moment.

Mopwater: Describe a typical workday including your work hours. What do you do all day?  TG: Since working in PR requires staying on top of the news, my workday typically starts at 6:30 AM and may not end until midnight.  All day I’m multitasking and juggling—going back and forth between conference calls, writing, counseling, pitching, luncheons, dinners, and networking events.  It’s a nonstop lifestyle (not just a job) that requires me to be “present” every step of the way in order to keep my finger on the pulse.

Mopwater: Describe your office setting and workplace. TG: My office is located in downtown Washington, D.C., but I’m hardly ever there because the hour-long commute from my home office takes away from the time I could be spending to manage client projects, pursue business opportunities, and/or work on other important issues.  Bottom line is: I work where and when I can to make it all work.

Mopwater: What are your favorite and least favorite PR tasks and why? TG: I absolutely dread writing news releases; it’s an arduous task that no one should have to experience after spending at least two years in PR.  Writing a news release is literally the bane of my existence.  I cannot tell you how many times I’ve type “For Immediate Release”—it must be close to a million times.  Fortunately, and all jokes aside, I know that drafting/distributing a news release is critical to the success of any outreach campaign as it’s the granddaddy of communications tools.  When it’s done right, an effective news release can take you many places.  Conversely, I love pitching reporters
and seeing that pitch land where I want it.

Mopwater: Who are some of your (or your company/organization’s) clients, and what kind of projects do you take on for these clients?   TG: As the nation’s only communications firm focused solely on issues of diversity and equity in higher education, our clients are national organizations working to improve opportunities for traditionally marginalized or underrepresented students.  Our goal is to always facilitate an open and honest dialogue about the issues impacting certain students who may have an inopportune path toward earning a college degree.  We work only in select areas of communications that includes branding and messaging, crisis communications, media relations, social media and interactive marketing, and strategic communications.  For example, we recently managed an event with a select group of Historically Black College and University (HBCU) presidents for an unprecedented, candid discussion about the collective impact of HBCUs and how these institutions (and their students) contribute to the national college completion agenda.

Mopwater: Describe a recent project where you produced results of which you’re really proud. TG: We’re really proud of our recent work with an organization working to highlight the unique needs and concerns of Asian American and Pacific Islander students.  Although the client had engaged previously with a large and well-known communications firm, they were not pleased with the results.  The client shared with us that the other PR firm didn’t fully seem to understand their needs or those of their constituents.  We felt pressure from the beginning—to both win over the client and make up for any missed opportunities with the other PR firm.  But because our style is to be a full communications partner with all clients, we produced impressive results for this client that were clear, decisive, and had a profound effect.  And, now we’re looking forward to
having a long and fruitful relationship with this client.

Mopwater: What is your favorite thing about this job and do you think you’ll be in this position in 5 years? TG: I love asking clients, “What are your ‘dream’ results from working with us?”  (Most of the time they aren’t really sure.)  Once they tell me—and we both agree they have what it
takes in order for us to pitch them successfully—I, along with my team, will fight to make it happen.  Because I understand that ROI (return on investment) is critical in any relationship, I’m always committed to giving each client my best so they can reap boundless benefits.  And, yes, I believe I will be in this position for another 5 to 10 years; afterwards, I’m leaving PR to sell flowers (my running, but true, joke).

Mopwater: What aspect of the industry are you most excited about?  TG: Authenticity.  I believe that the world has long been rejecting the notion of “spin” and ”canned” PR.  Nowadays people, and organizations, want messages that resonate with them.  People want to be met heart to heart about matters that are most important to their lives.

Mopwater: If you could work on any dream project of your choosing, what would it be? TG: My dream project would be to work with Michelle Obama on her healthy eating initiatives for young people.  Although the goal of her campaign focuses on nutrition, I believe that having a healthy lifestyle should be holistic.  Why should a young person just stop at making better eating choices?  Let’s expand the effort and direct them toward
making better decisions all around—most importantly, the pursuit of their college degree.  I would love to be a part of such a project.

Mopwater: What if anything would you have done differently in your career up to this pointand what advice would you give someone who is trying to break into your field? TG: Looking back, there’s nothing I would have done differently in my career.  Every choice, every open or closed door, and every position helped me get to where I am today.  And, where I am today is where I am supposed to be.  My advice to others who want to break into PR is to be well-rounded in your experiences, be nice, and be willing to work hard—everything else will fall into place.

By Amanda Miller Littlejohn |Follow  on Twitter at @amandamogul

Did you miss me talking public relations, social media, online PR and thought leadership on the #PRWebChat last Thursday, June 30? No worries! I finally got my hands on the transcript of the chat. You can take a look at the entire conversation here.

If you’re unfamiliar with #prwebchat, it’s a fantastic weekly chat held each Thursday at 2pm on Twitter. #Prwebchat is hosted by, you guessed it, PRWeb. To join the chat, simply log onto Twitter at 2pm on Thursdays and search the #prwebchat hashtag.

I had so much fun chatting with Stacey Acevero of PRWeb and Vocus, and the wonderful community they have fostered over there. Stacey asked me a number of thought-provoking questions on the role of social media in PR so I’m going to share my answers to three of her questions in this post. Again, you can take a look at all of the Q & A (as well as the community input) on the transcript.

Question 1

Stacey Acevero (@prweb/@sacevero): “Social PR strategist” seems to be a new title. Why have you adopted this title and how has it advanced your PR? #prwebchat Continue Reading

Everybody loves free e-books. Especially PR pros. Here are a few I’ve found particularly helpful this year.

1. Optimize Your News for Search in 5 Steps by TopRank If a journalist is looking for you on Google, and they can’t find you, do you exist? To the journalist maybe not. I love the Top Rank Marketing Blog -they publish information on SEO, online search and social media-all topics that can really enhance your PR game. Get in on the search aspect of PR.

2.The Social Media ProBook by Eloqua and Jess3 I just found this the other day on Facebook. They have reimagined their old Social Media Playbook into this fun, visually stimulating new document. Pay special attention to page 32-33 “How PR People Should Approach Social Media.” In this mini-essay Sarah Evans of Sevans Strategy advises PR pros on how to try out new tools, create a routine, pitch as part of a trend story, etc.

3. E-Books the Smart Way by Patt Flynn Have you been dreaming about turning your knowledge into a passive income product? Pat Flynn, author of the Smart Passive Income blog has laid it all out for you here. He begins with the motivation of the reader, which, in my opinion is the smartest place to start. This free guide is jam-packed with info nuggets on how to create an e-book your readers will devour.

4. Viral Marketing by David Meerman Scott This is an oldie but goodie from David Meerman Scott. David published this e-book a few years ago, along with his groundbreaking work The New Rules of Marketing in PR (one of the most famous ebooks ever written). I love this this accessible, information. Great for any individual or organization looking to make better use of the net.

5. The Big Book of Press Releases by Ereleases Okay, for the PR pros on this list, you may find this book of press releases unnecessary. However, small business owners and nonprofits who need to go at their PR alone, take a look at these releases. In this document you’ll find every type of release under the sun.

6. Get It in Writing by SoloPRPro Kellye Crane over at SoloPRPro has prepared this wonderful resource with the Solo PR professional in mind. But a little tip-anyone who has a service-based business can use it. I love this guide-it’s all about writing contracts so that you’re legally covered to be paid for your fabulous work. This guide is a must-read for any solopreneur, freelancer or consultant-not just public relations practitioners.

Think LinkedIn is Just for Established Professionals? Think Again.

By Amanda Miller Littlejohn | Follow Amanda on Twitter @amandamogul

Every time the semesters change, I get emails, phone calls and snail mail from prospective interns and junior employees who say they want to work in PR. But invariably when I take a look at the attached resumes, I am always a bit disappointed.

To me, a resume without links to relevant online profiles seems strangely empty. A candidate without a blog? I don’t understand. No Twitter account, no LinkedIn profile? Le sigh.

Back when I sent out resumes to get my first internships and entry level jobs, I would include my apartment address and phone number at the top. But that was years ago, and it’s just not enough anymore.

I am shocked by how many students have failed to establish a professional online presence. Employers want to pre-qualify each candidate, and with the availability of online information out there, even if you don’t share your online profiles, they’re going to do a search for your name anyway to see what pops up. So why not point them in the right direction by proactively establishing a professional online presence that you can confidently include in your resume and/or cover letter?  And in the professional world, your online presence starts with LinkedIn.

You don’t have to have a job to have a LinkedIn profile. But having a LinkedIn profile can definitely help you get a job.

Here are 7 Ways Students Should be Using LinkedIn

1. Showcase Your  Internships and Volunteer Work-If you haven’t yet had an internship, begin volunteering to show that you have responsibility, motivation, drive and passion for a cause. Not too many organizations will turn down a young, hungry volunteer. Work your way up to internships in your field of study, or if you’re still figuring out what you want to do, try lots of different types of internships to get yourself out there. Once you’ve volunteered and/or interned, list that on your profile. But be sure to show how and where you added value. Did you increase efficiency, event attendance or  customer sales? If so, say it.

2. Get Recommended-Request recommendations from your Professors- Many people think that you can only get the coveted recommendations from an employer.  Not true! You can get recommendations from anyone who knows the quality of your work and can attest to your professionalism. Professors are great to do this. Who better would know whether you’re a slacker or the next big thing? Note: No one is obligated to recommend you on LinkedIn, and you may want to ask beforehand if your professor would feel comfortable recommending you. And only ask your professor if you know you’ve done a great job in the classroom.

3. Contribute Find the “Answers” section of LinkedIn and offer up a thoughtful question or a really great answer. Also check out the groups. If you’re in PR, join a few of the PR groups and contribute. Find groups of professionals in your city; join groups of non-profit  professionals or small business owners in your town. Find groups by:

• School or College-Alumni Groups (Even some high schools have alumni groups!)
• Location-where you live (Washington, DC or Philadelphia Professionals)
• Your Profession or Future Profession (i.e. PR, Marketing, Law)
• Your Desired Industry (i.e. If you want to work in Fashion PR, join a Fashion Professionals Group)

Don’t be afraid to jump in on the conversation. Sometimes students have the most valuable perspective.

4. Update, Update, Update. Update your status a few times per week. Use this space to let everyone know what you’re doing. You can also use this space to point your connections to a great article you’ve read, or better yet, to a recent article or blog post that you’ve written. Note: I’m a big advocate of students writing their own blogs.

5. Don’t Skip the Summary. Try your hand at writing an amazing bio to fit in this space. As you get more career experience and learn more about what you want to do with your career, you’ll fill this section out. But try to use up as much of the character allotment that you can. For more tips on crafting a great bio, check out How to Write a Professional Bio featuring Dan Schwabel.

6. Remember Linkedin is not Facebook. Keep the nicknames and party pictures off of there. Use a nice headshot and a professional headline. Try to keep it as serious as possible.

7. Use LinkedIn to Research Your Potential Employer.Remember, online research goes both ways! You can use LinkedIn to find out more about your future employer-who works there, who used to worked there, etc. You can find out if any of your connections are connected to those people and request an introduction. Or, you can send a direct message to someone to ask for a coffee date or informational interview.

Want to connect? Find me on LinkedIn-but be sure to mention this blog post so I’ll know how I know you My Linkedin Profile.

Bonus-Once you set up your LinkedIn profile, you can easily pull a traditional resume from it whenever you need to.

Still not convinced ? Here’s a great introductory video to LinkedIn…

How Online Search, SEO and Social Media Have Changed the Face of Public Relations

By Amanda Miller Littlejohn | Follow on Twitter @amandamogul

Back when I was a newspaper reporter, whenever I got word of a new story, I immediately headed to Google. I wanted to find out all that I could on my potential story subjects.  And if I didn’t do my due diligence prior to editorial meetings with my editors and other reporters, I’d look like a jerk when I couldn’t answer basic questions about why the story was newsworthy.

If a company, organization or person pitched me and they had no online presence, they were already at a disadvantage, ESPECIALLY if they had competitors who were better optimizing the online space.

That was about five years ago, so imagine how things have changed. I lost my newspaper job when the paper downsized, and since then I’ve watched as newspaper colleagues have born the brunt of a shifting industry; they’re working longer, harder, posting incessantly and struggling to keep pace with the 24-hour news cycle.

Tweets are now taken as short-hand quotes; a cursory Google search and email interview may be the only interaction a journalist has with the subject before the story goes live. So, a question. If a journalist is searching for your company, what are they going to find?

As a DC-based public relations professional, I find myself on the other side, making sure my clients are going hard on the offensive by populating the web with content they want to share. Through publishing blog posts, tweets, videos, status updates, white papers, surveys and other pieces of content, I make sure my clients get to tell their stories first.

I recently attended the Vocus Users Conference in downtown Baltimore and got a chance to talk briefly with Lee Odden of TopRank Marketing-the industry leader in online marketing and SEO matters. Lee was gracious enough to answer the question of how online search and social media have changed the face of PR. Please forgive my iPad production-it was my first time using the iPad to shoot a video interview.

Just who is using social media for college admissions? Looks like it’s not just HR managers who are perusing social media profiles. Admissions directors check candidates out on Facebook, too. But not to worry. According to Kaplan, 62% of admissions officers reported that social media profiles helped applicants get accepted, instead of hurt their chances.

Filling out grad school applications? Go ahead and send the admissions director a friend request on Linkedin. But before you do, just make sure your profile puts your very best foot forward and is completely up to date.

Courtesy of: Schools.com

Thanks for reading. If you want more social media tips and tools delivered to your inbox, sign up for my newsletter. You can follow me on Twitter @amandmogul. Toodles!

If you need a new public relations job, mark your calendar for an upcoming 9-hour virtual career fair hosted by PRWeek on June 14. The career fair includes a few sessions for mid-level professionals and a long stretch of networking in the “online exhibit booth.” There will be panel presentations for HR directors at major agencies including  Ruder Finn and Ketchum as well as presentations from corporations Nissan and Yahoo.

If you’re looking for an agency gig, you should definitely attend. And tell all your #HAPPO friends.

From PRWeek:

The PRWeek Virtual Career Fair is an innovative virtual environment that offers free career advice in the form of three unique live webcast sessions.

• Moving Ahead- Why relocation could be the best next step for your career progression.
• A Diverse Industry- Lessons that can be learned from some of the top diverse PR pros in the industry.
• Continuing To Learn- The value of continuing your education while working full-time.

Featured speakers Karen Bloom, CEO, Bloom, Gross & Associates Louise Harris, president, international & senior counsel, global strategy, Ruder Finn May Petry, VP of corporate comms, Yahoo! Simon Sproule, corporate VP of global marcomms, Nissan Diane Thieke, marketing director, Dow Jones Rachel Wallins, director of global HR, Ketchum You will have the opportunity to: Attend live webcast presentations Meet with recruiters in online booths Search for positions in the PR industry Interact live with company HR representatives Drop off resumes.

Register for the career fair here.

If you’re not quite mid-level in your career yet, or you don’t know which route you’re going to take (agency, corporate, nonprofit, entertainment) my Mopwater Manual is a good place to start

Since it’s National Small Business Week, I thought I’d post about a successful small business owner and share some of her tips about how to grow your business.

Amanda Steinberg is the founder of Daily Worth-a free daily email with financial tips for women. Amanda built Daily Worth on the Daily Candy model and is intimately familiar with the venture capital funding process and how to raise capital for a growing a business.

She was recently interviewed at a conference in New York City about how to raise funding, how to make your business model attractive to investors, and how to think of an exit strategy. I’m inspired by Amanda, and thought you would be, too. Check her out!

Guest post by Melinda Emerson @smallbizlady

Meet Melinda at her extensive half-day training in Washington, DC on May 25. Attend her Succeed as Your Own Boss Tour and get the tips that will help you grow your business. Visit http://bit.ly/byob2011dc for more info.

In small business, your network is key is to your business success, but it is astonishing to me that people with no friends will start a business. I believe it’s best to plan 12 months before you quit your job to start a business.  In that year, one the most important things you need to do is build and reinforce your personal network. Why? Because, people do business with people they like and people they know. Hopefully, you can be both to your clients. There are many businesses like yours, but one thing that separates your company from others is who you know and how you know them.

An entrepreneur’s most valuable skill is the ability to make friends and influence people.

Look for Ways to Meet People Encounters with people you don’t know are important. Look at it this way: You don’t meet strangers; you meet friends you just don’t know yet. There are a few rules to this kind of networking. Always invite the person to talk about themselves first. After all, the more you know about them, the better you can tailor your thirty-second pitch. Be ready with your short commercial about your business. Consider this your opportunity to make a first impression.

The 30 Second Commercial Before you hit the street extolling the virtues of your great product or service, it is crucial that you have a clear thirty-second commercial (also known as “the elevator pitch”) for your business. When someone asks you what you do, you need to have a crisp and memorable response that makes it clear what business you are in and how you solve problems for your customers. Your commercial is intended for very brief, chance encounters. It is important because it helps you make a lasting first impression. You use it to showcase your professionalism, the benefits you provide, and your expertise. The goal is to capture your target’s attention and interest so that you can engage them in a more substantial and meaningful way. A strong thirty-second commercial will help you create better networking connections, and it can draw people to you. People will seek you out if you present yourself and your business professionally.

It is very important that you sound excited about what you do when you talk to people. You are always selling the business and yourself. Be careful never to tie up someone more than few minutes unless the contact seems to want to prolong the conversation.

Trains, planes, and buses are a great way to meet other business people. I only take the Amtrak Acela express train, which is how most business travelers in the Northeast ride. When I ride the train, I look for an open seat next to someone who looks like a businessperson. You just never know who could be a high-ranking executive, so I keep my mind and my options open. I try to make a friend or at least to learn something from someone during the ride. Most of the time, I accomplish both goals.

A Friendly Conversation Can Always Turn into a Potential Business Lead Learn how to strike up a conversation with anyone. Giving a compliment is a great way to start.  Look for something you have in common such as kids, sports, tired of being in line—anything you can thing of to make a personal connection with the person you are talking with. Whenever you attend networking functions or, for that matter, go anywhere, you should always have business cards. When it comes to networking, you never know where you might meet someone who can help you grow your business, so it pays to always be prepared with plenty of business cards. It’s like that old saying goes “never leave home without them.”

Build Personal Network When I first moved to Philadelphia, I put my nose to the grindstone for a few years to build up my career, then I turned my attention to meeting people. I did three things. First, I joined the Urban League to do volunteer work, socialize, and participate in professional development activities. Then I found a church home. The third thing I did was to reach out to the alumni association of my alma mater, Virginia Tech. These three associations paid off in spades years later when I started my business. My first customers came from those associations.

The Cocktail Hour Before Any Event is the Event! Be early for the reception so you can circulate. Once you sit down to dinner, the only people you can network with are the other nine people at your table. An accountant once told me that the rule of thumb is that you should go through 500 business cards roughly every two months when you first start a business. I even carry business cards to the hair salon because you never know who’s in the shampoo bowl next to you.

The Follow-Up The way to build relationships is through continued contact. It is essential to follow up within two weeks after meeting with a potential business contact. You can do this in multiple ways. The quickest and easiest way is e-mail. I prefer to send a handwritten note on my company stationery, since I feel this adds a personal touch. You can have note card stationary printed with your company logo on it.

Leave me a comment if you have any other good networking tips or stories to share.

Melinda Emerson “SmallBizLady”is a Veteran Entrepreneur, Small Business Expert and Social Media Coach who hosts #smallbizchat on Twitter. #Smallbizchat is the trusted resource on Twitter to discuss everything entrepreneurs need to know about launching and running a profitable small business. Melinda is best-selling author of, Become Your Own Boss in 12 months! A Month-by-Month Guide to a Business that Works!

Meet best-selling author Melinda Emerson and learn from her in an extensive half-day training in Washington, DC on May 25. Attend her Succeed as Your Own Boss Tour and get the tips that will help you succeed. Visit http://bit.ly/byob2011dc for more info.

When was the last time you were at a cocktail party and someone cornered you with a story about how things just weren’t going well with their new business, their job search, or their family? When it happened, how did it make you feel? If you’re like most people you probably felt helpless and uncomfortable. You listened politely until you could find a way to make your exit. And when you came across their business card the next day, those uncomfortable feelings  rushed back, so you pushed the card out of sight.

Sound familiar?

Unless you’re conducting a Nigerian bank scam, positivity as a general rule, works better than whining. Sob stories don’t sell.

Sob stories at networking events make people inch away. Sob stories on Twitter cause people to unfollow you. Sob stories during a  job interview leave a bad impression on the hiring manager, who won’t call you back for that follow-up interview.

Think about it. If whenever people see you or read your tweets and you’re frustrated and discouraged because things aren’t going well, your pessimism is what they’ll remember. And who’s going to want to work down the hall from Mr. Pessimistic?

Don’t be a Debbie Downer. Do your very best to always convey positivity. Because people want to work with people they like. And most people don’t like a Debbie Downer.

I know it can be hard to sound optimistic when times are tough. But people are always watching you, gauging you, judging you.  And the way you respond to adversity is how you will be remembered. This is how people will perceive your brand. So if you’re having an especially tough day, refrain from posting online. Wait until you feel better!

How to Project Positivity and Get Your Point Across

1. Focus on all the good you have done. Create an online portfolio or  list of career wins. (Reflecting on all of these wins will uplift you on a particularly bad day). Tweet a positive link to your profile, or update your LinkedIn status with what you have done and what you can do, i.e. “I love helping organizations tell their stories to the media. Take a look at some of my success stories. http://bit.ly/m4Rs84“
2. Lead with how you can help. Not what you want. Instead of saying “I’m looking for clients!” or “I’m looking for a new job. Help!” say “I’m a proven marketing professional who has helped large and small businesses double sales  through my outreach,” or “I’m a senior level fundraiser who helps struggling nonprofits land major funding through my powerful grant writing. How can I help you?”
3. Don’t miss opportunities Be sure to let people know where they can find more information about you. When you’re sending out emails, include your new portfolio and LinkedIn profile in your e-mail signature. Mention your website in your voicemail.
4. Be genuinely interested in people. Find out what other people are up to, what they need and how you can help them out. When you help others, they will naturally want to help you. The road to a great career is paved with mutually beneficial relationships. Don’t be the person who always has their  hand out asking for something. Ask how you can help. Can you volunteer your time? Before you ask someone to help you, be prepared to give something back.

How do you respond to negativity? Have you had a person turn you off with their pessimism online or in person?

Amanda Miller Littlejohn is a PR strategist at Mopwater Social PR, and the author of the Mopwater Manual, a career guide for PR professionals. Follow her on Twitter @amandamogul.