Monthly Archives: February 2012

Different tones, same message: maintain your social media identity

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The same message can, and should, be distributed appropriately, but in different ways with different social media platforms.Photo courtesy of Douglas Wray

For years I’ve wasted countless hours on MySpace, and more recently Facebook, without any other reason but to see what other people were doing, and to let everyone know what I was up to. It wasn’t until I began planning for my future that I decided to incorporate my social media presence in putting my best professional foot forward. Below, I share a few tips and lessons on ensuring not only that your tweets and posts prevent you from causing professional harm, but also enhance your job prospects.

Stay active

The same way your body atrophies if not exercised regularly, so would your social media fitness. Tweet, post, like and engage often. Whether it’s a potential business contact, employer, friend or family member, you should display an image of being well-informed and socially aware of current affairs and trending topics. Insert yourself into the conversation. Contribute. If someone pulls up your Twitter account and your last tweet was listed as posting 456 days ago, that tells the visitor that you don’t care, and it may cause them to question your grasp and potential contribution to an organization’s social media plan.

Networking isn’t just something you do at monthly or annual conventions; it’s done every day. Following, liking, commenting and retweeting are all part of the networking game. Play.

Present a consistent image

It doesn’t matter if you are tweeting, posting or liking. Make sure that the person and image you are presenting are matching your intentions. Don’t retweet apples on Twitter and then like oranges on Facebook. If you are a job-seeker, every social media account should be treated as a resume or portfolio; a collection of ideas, accomplishments, goals, interests and values.And definitely don’t bash your current employer if you expect to keep your job, or finding a new one.

QC your profiles

Control the quality of content on all profiles, especially if you are going to connect your social media accounts. A potential employer on LinkedIn should be (and will) be able to visit your Facebook profile and not stumble upon photo albums of binge drinking, clubbing or anything else you would be embarrassed to show your mother.

Treat each platform appropriately

Personally I don’t think it’s a good idea to connect your social media accounts in a manner that every update will post simultaneously across the different platforms. It displays a lack of originality and a lack of true understanding of social media. You engage and converse with others differently on different outlets, and you want to maximize the effect of your message on each one.

I use Facebook to share family photos, fun moments, comment on pop culture and to make fun of and trade insults with friends and family. I tweet (and retweet) news, updates and features relevant to my industry of choice, as well as follow industry, thought and entertainment leaders. I connect on LinkedIn with colleagues and like-minded professionals, exchanging job tips and networking for future opportunities. I check in on Foursquare for potential deals and read reviews, and Instagram to enhance and share photos. I’m still not sold, or completely sure, of Pinterest’s purpose.

TAKEAWAY: While it may be easier to download and use an app that would allow you to share the same message with one click or tap, doing so may dilute the impact of what you want to share or say. And if you don’t think your mom would appreciate that awesome photo of you destroying a beer bong, what makes you think your (future) boss will?

Translating the PR battlefield to the market share

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My immediate, defensive reaction to Barry French’s Feb. 6 blog entry, “PR Success Is More Than a Degree,” was that public relations skills are absolutely vital to a successful career and contribute to the success of a company or organization. I was taken aback, dare I say deflated, that a respected individual like Mr. French would downplay communication skills and background, and trump business acumen in being able to contribute to the team.

But then I thought about my current position – there probably is no greater requirement to speak and understand the business language, and know the mission statement of your organization when you are a United States Marine, especially when your business can make the difference between living and dying.

So for this entry, I would like to translate the battlefield to the market share, and share the importance of possessing specialized knowledge in each arena.

As a public affairs Marine of 12 years, I have often encountered infantry leaders and commanders (the C-Suite) who think they know not only the desired messages to convey, but how to best convey the message to the target audiences of the American tax payer and local national (stakeholders), often at the sake of overriding/disregarding their public affairs staff.

It is important for the PR practitioner to be able to understand counterinsurgency operations and maneuver warfare (the business they represent), but we have been trained, equipped and empowered with the proper tools, skill set and knowledge of distributing the message and influencing/shaping public opinion by disseminating information as accurately and quickly as possible.

A careful balance must be struck between internal communication within one’s organization, and relaying the information to interested publics, such as taxpayers, stakeholders, consumers and fans of your product, client or organization. Public affairs Marines must be able to understand current and future battlefield operations, and integrate themselves with the commander’s plan.

So after some introspection, I must say that I agree with Mr. French in that a PR practitioner must possess extensive knowledge of the industry in order to contribute to the organization’s profit margin. However, it takes more than just plugging away within a press release template, or e-mailing a media contact distribution list. Combining PR and communication skills with the specialized knowledge, the public affairs Marine (PR/journalism-trained) is a very powerful tool on the battlefield (market share).

Neither Mayweather, Pacquiao, Cotto or Bradley boxing’s last hope

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Floyd Mayweather and Manny Pacquiao are taking part in the biggest boxing matches of the year. Just not against each other.

After years of wrangling, negotiating, stall tactics and bluff calling from Team Mayweather and Top Rank Boxing, “Money” Mayweather and the Pac-Man will square off against Miguel Cotto and Timothy Bradley, respectively, in two of 2012’s hottest bouts. Their bouts have the potential to change the face of boxing forever – and possibly not in the way intended.

Victories for both Mayweather and Pacquiao may bring them one step closer to a purse rumored to be as high as $55 million per fighter later this Fall. The bout would give boxing fans the dream match they’ve been waiting for since Pacquiao iced Ricky Hatton in a May 2009 second-round knockout, and Mayweather pitched a perfect game against Juan Marquez in September of the same year.

But what if Cotto pulls the ultimate upset, and delivers Mayweather his first taste of defeat? And could Pacquiao possibly suffer a loss at the hands of Bradley, and move that much closer to leaving the squared circle and embracing a life of politics and religion in the Philippines?

The last superstars?

Pacquiao and Mayweather have been heralded by many as the last superstars of a “dying” sport. The casual combat-sports fan most likely would recognize the names of Ultimate Fighting champions George St.Pierre and Anderson Silva, than they would Super Six super-middleweight tournament winner Andre Ward, or even the Klitschko brothers, boxing’s heavyweight kings. Victories by the number one and two pound-for-pound pugilists could set up the potential mega-fight, and reignite interest in the sweet science.

But could losses by both men have the same effect? Could Cotto/Bradley wins create an overnight, mainstream superstar, and finally include Cotto in the same the conversation of all-time greats as Pacquiao and Mayweather? I say no.

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Cotto is boxing’s current number-three pay-per-view draw, behind Pacquiao and Mayweather. Considered by the masses a first-ballot, future hall of famer, Cotto’s stoicism, tenacity and humility draws a stark contrast against the flashy, oftentimes inciteful Mayweather, who routinely turns to social media to display his six-figure gambling earnings on Twitter, and flaunts rolls of hundred-dollar bills while driving an Escalade or in a hotel room with buddy 50 Cent.

Still, as evidenced by his hardcore fan base in Las Vegas and New York against his last three opponents (Yuri Foreman, Ricardo Mayorga and Antonio Margarito), Cotto is already a fan-favorite superstar.

Say Tim Bradley’s name to the average person on the street, and more than likely you will be greeted with a blank stare, or “Who?” The undefeated Bradley (28-0, 12 KO) , who just recently moved up to 147 pounds to take on Pacquiao, is a name only widely recognized by boxing’s most hardcore fans. His most-watched fight was a unanimous decision against Devon Alexander in January 2011, which was stopped in the tenth round due to an accidental headbutt, sending the bout to the scorecards for a decision.

Bradley’s jump into boxing’s biggest stage may not be enough to bring him Nike sponsorships or guest spots crooning on Jimmy Kimmel, but definitely could have people talking the following Monday morning, and recognizing him on the street.

Boxing will survive, mega-fight or not

If Mayweather decides to hang it up following his three-month jail sentence this summer, and Pacquiao chases his political aspirations of becoming the president of the Philippines, boxing will continue to groom future superstars. Saul “Canelo” Alvarez and Julio Cesar Chavez, Jr., are on the cusp of superstardom. Fans are waiting to see Sergio “Maravilla” Martinez jump into the Pacquiao-Mayweather lottery. Lighter, faster fighters such as Yuriorkis Gamboa, Brandon Rios and Juan Manuel Lopez continue to excite fans and gain steam with the masses. Mayorga and Margarito, boxing’s super-villains, will still have some paying to see them lose a few more times, possibly against each other.

Building for the future

They may not have fans purchasing branded Affliction or TapouT t-shirts, but the purses of boxing’s superstars will continue to be exponentially higher than mixed martial artists, and boxing will continue the historic trend of beating out UFC PPVs.

One thing that MMA does have over boxing is its ability to create fan-friendly fights. To continue its path toward survival, boxing needs to allow rationale, not ego or pride, to reign, and create the fights and cards boxing fans want to see. That includes strengthening undercards. The May 5 event may be the first of many strong boxing cards, as the Alvarez-Mosley bout serves as the co-main event for Cotto-Mayweather. Boxing must continue this trend of great matchmaking and undercard development.

May 5 and June 9 will not decide the fate of boxing, but rather lay down the groundwork for an exciting future.

Perks of Foursquare from a late discoverer

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I’m addicted to my iPhone and iPad. I admit it. I’ve been told more than once to put it down or leave it in the car. I’ve been obsessed with learning as much as possible about all of the useful social media apps and platforms, and how they function on traditional laptops versus smartphones and tablets. I’m constantly running my thumb down to find out the latest updates from my Facebook and Twitter feed. I’m also a Words With Friends master, if you dare challenge me (JabroniBeater81). I’m a news junkie, so that only makes matters worse.

Yet I still find myself only recently discovering the utility and value of some social networking platforms into which others have already tapped — in this case, Foursquare.

My first impression of Foursquare was just an app which allowed users to find local shops, restaurants and other venues within a certain radius, and to  show off where they were, who they were with, and what they ate or bought. I downloaded the app months ago, but only recently established a login and password. I didn’t really see the benefit or perks of actively engaging Foursquare, other than checking in and showing off.

Spirit of competition

Foursquare offers the option to import contacts from your phone’s contact list, or your Facebook and Twitter accounts. It then sets up a rankings list based on points achieved from check-ins and badges. Competitive by nature, I did not want to remain on the bottom of the list, so I decided to give the check-in feature a shot.

Customer value

I went to the local mall this weekend hoping to find a good deal on a pair of brown dress shoes. I enter Macy’s and head toward the men’s shoe department. I spot a pair of brown Bostonian dress shoes, originally priced at $95. Being President’s Day weekend, they were marked down to $84.99. I ask a sales rep to bring me a pair of size 10 and 10 1/2. As I’m waiting, I break out my iPhone and attempt my first check-in at Macy’s.

Not only did I score some points for my first check-in, but also an additional 10% off my purchase. That brought my total price down from $95 to $76.49, plus tax (damn you, 7.75% California state tax). It also looks like these aren’t one-time only coupons either, as Foursquare states that these specials will be unlocked with every check-in.

Brand loyalty and customer retention

The discovery of potential offers and sales from merchants in the area prompted me to see what else I’ve been missing out on. Many places that I frequent, from restaurants (5 free wings, free appetizer with purchase of 2 entrees at Hooters) to my local boxing gym (1 free class for showing gym staff a check-in), offered some type of special or sale.

Another thing I noticed was how some brands were using Foursquare to develop customer loyalty and retention. Bucca di Beppo, an Italian restaurant with locations around the nation, offers deals based on repeated visits and check-ins.

Dark side of the moon

There are pros and cons to being a saving seeker, and sites like Foursquare are no exception. Deal seekers have been advised to refrain from making unnecessary or untimely purchases based on “deals.” As a Feb. 17 Business Insider article mentioned, but if advertised deals through platforms like Foursquare or Groupon aren’t time sensitive enough for you to remember to use them, you’re basically flushing money down the drain. Coupon-clippers may be enticed to make purchases on items they wouldn’t necessarily need, or spend money at establishments they would not normally visit, or have the funds to shell out, no matter how large the savings may seem to appear.

Just like they did with Groupon, I’m sure many businesses will hop on the online savings bandwagon, diluting the marketplace and the savings. Even though I know I’m behind the curve, right now I feel like I just discovered a secret, and once everyone else jumps on board, it won’t seem as cool, and the deals will become less desirable.

I’m happy, though. I saved money on shoes, and I learned about another social media platform that will help me understand how business will be conducted in the future. I’m not exactly sure if my Foursquare revelation will push me to visit businesses I’ve never been to, but I will certainly be checking in everywhere I go; if not to save some money, then definitely to reign atop my leaderboard. It also makes you think what else is out there. What other social media networking apps have been developed, and could potentially be one of the next big players? What will it take for people to take notice?

No rhyme or reason in GI Bill claim processing

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Today I bring you good news, and somewhat discouraging news about a system without any rhyme or reason.

First, the good news: After I completed my Veterans Online Application to elect Chapter 33 Benefits (Post 9/11 GI Bill) on Jan. 5, I helped two Marines, who I knew were getting out this year, apply for Chapter 33 benefits. Yesterday they both let me know that they’ve received their ticket to college money courtesy of the VA — the Certificate of Eligibility. That one slip of paper is worth a minimum of $17,500, and worth much more when coupled with the Yellow Ribbon Program.

The bad news I mentioned earlier? I completed my VONAPP at least two whole weeks before they did. And I am still waiting for my letter in the mail from the VA.

Please don’t get me wrong. I am very happy I was able to help fellow Marines navigate a very complex system to obtain what is rightfully theirs. Not complex in the actual application process, but in just knowing where to go and where to start.

I called the VA’s hotline for GI BIll related questions, 1-888-442-4551 (888-GI-BILL-1). An automated prompt informed me that due to an overwhelming call volume, my expected to time would be more than 20 minutes. I set down my iPhone and put it on speaker for the next 29 minutes.

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I was actually lucky — sometimes the VA gives you no other option but to set a phone appointment that could be as far out as one week or so. A rep finally came on the line, and after verifying my personal information, let me know that they do have my application, but have not processed it yet.

Luck. That was the answer I was given when I asked why some applicants who had applied after me received their GI Bill Certificate of Eligibility way before me. The VA rep told me that the system is so overwhelmed with GI Bill benefit applications and payment requests, that at this point they are pretty much blindly processing and responding to requests, in no chronological order. No “first-come, first-serve” basis.

So what now? Wait. Again. The “average” processing time is 6-8 weeks for the Certificate of Eligibility. Yesterday marked Week 6. I wouldn’t have sweated it if the flawed system didn’t smack me in the face. The VA recommended to call back in two weeks if I still had not received anything in the mail, and they would be able to take immediate action.

But today, there is nothing they can do. Luckily for me, I do not begin classes at DePaul University until Sept. 5, leaving me about six months to coordinate dialogue between the VA and DePaul.

Moral of the story? Complete your VONAPP early.

To transfer or not to transfer

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I’m in a position that’s not a particularly bad one to be in.

I have WAY too many transfer courses, more than could possibly be accepted. The good news is that the majority of them are applicable toward a double major bachelor’s degree in public relations and advertising, and journalism.

A good chunk of these approved transfer credits came from my SMART transcript. SMART stands for Sailor/Marine American Council on Education Registry Transcript, and it is the academically accepted document approved by the American Council on Education (ACE) to validate a service member’s military occupational experience and training along with corresponding ACE college credit recommendations. It also saves time and money by awarding academic credits, which means less tuition to pay, and less time spent in the classroom.

From my SMART transcript alone, I’ve accumulated 88.5 credit hours approved for transfer to DePaul University, with nearly half of those applicable toward study in either PR/Advertising or journalism. I could possibly cut an entire semester off of my expected time as a DePaul undergrad.

Sounds good, right? WRONG.

Transferring as many credits from my SMART transcript into the 56 credit hours required for electives makes sense, as well as knocking out my liberal arts/general education courses. But when it comes to your major, you should not overlook the benefits of gaining a formal education of your intended major in a setting with your peers.

The opportunities for networking, internships and student involvement far outweigh the benefits of being able to substitute your military journalism/public relations experience for important core classes. Ironically you could still find yourself behind the student curve, despite technically being three or four classes ahead of the pack.

In my case, do I really want to substitute my PR experience for DePaul’s intro PR course? Am I that well-versed in PR practice and theory to skip over the core studies? Same goes for my journalism experience and classes in Photojournalism, News Editing and News Reporting. I need and want the formal education in those areas, despite my 12 years of hands-on, real world experience. I need to interact with fellow PR/journalism students, as they may have far more insight in the Chicago PR/news scene than I do.

If anything, I can use my experience to excel in the core courses, rather than be “average” in the higher-level courses.

MY POINT? Transfer all of your work into your electives and Gen Eds, but don’t skimp on your major.

Stroll down memory lane

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As my time in the Corps winds down to the final six months, I remind myself that I’ve faced greater challenges than my first college algebra class, or balancing a part-time job with a full-time class schedule:

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I shot these photos when I attached to India Company, 3rd Battalion, 5th Marine Regiment, as a combat correspondent for The Battle of Fallujah in November 2004.