Okay, I’ve finally succumbed to social media overload.

I’m generally an early adopter with new technology and a leader among friends and colleagues, but I can hardly keep up!

The latest social media craze is Pinterest. I must admit I was curious and wanted an invite (see my take on private beta releases). I obtained one very easily but haven’t signed up yet.

Why? I had to take a step back and ask myself, ‘do I really have the time to devote to yet another social media site’?

I try to keep active on Facebook and Twitter and pop over to Google+ at least once a week, but it’s becoming ever harder to keep up to date. I envy those like Guy Kawasaki and Robert Scoble who post all day long (no disrespect intended).

I remember when someone in Guy’s circle suggested that he “get back to work” instead of posting so much. Guy’s response, “this is my job.”

I get it — no matter what you do to pay the bills, you still have to be visible online. That too is part of your job and helps to build your brand and position you as an expert.

Still, it’s not an easy job.

How do you manage all the different social media sites? How often do you post and get involved (commenting, etc.)? Which sites are the most important to you?

As expected, comments poured in from both sides. I even took a stand on the issue. The problem I have with Cuban’s comments is that he makes a blanket statement that the value PR people provide isn’t worth the cost.

If a CEO has developed a relationship with a reporter, he should by all means feel free to communicate directly with that reporter when he has something to say.

But how often does a busy CEO have the time to reach out to the dozen or more key media in his space?

I challenge Cuban or any other CEO to spend one week in the shoes of a PR person. Let me know how it goes and how much traction you actually got. I’m not just talking about sending out one or two email pitches to a couple of reporters, but actually take over the media relations for an upcoming product launch — handling all aspects of it.

Don’t forget to calculate the number of hours you spent and what it cost you based on your salary.

Based on your results and the overall experience, would you like to add PR to your other list of duties? Or is it worth it to hire an expert to handle PR?

Call me when you’re ready to let an expert handle it!

It just doesn’t work. When a project is not done properly you’ll undoubtedly have to do it over which will take even more time than if you did it the right way in the beginning.

Time management is critical when working on projects and it’s sometimes hard to gauge how long something will take to complete. I’ve become better at estimating projects over the years, but I always give myself extra time to finish just in case I encounter problems or setbacks. Depending on what I’m working on, I push my deadline out a couple of days to a week in the event the project gets sidetracked or derailed. It’s better to under promise and over deliver than not to meet your deadline at all.

It’s also important to set the proper expectations. When a client sets unrealistic expectations on a project, I don’t have a problem pushing back and letting them know there’s no way they I can get it done in that timeframe unless I compromise on quality. They usually get the point.

So when you’re tempted to rush through a project or assignment, think about this question — If you don’t have the time to do it right, when will you have the time to do it over?

This time of year just about everyone is making resolutions or setting goals.  It got me to thinking about the difference between the two.

According to Dictionary.com, a goal is “the result or achievement toward which effort is directed; aim; end.” A company may set goals to increase sales by 10% in the first quarter and set up a plan or strategy to achieve those goals. Goals have specific end dates in mind to accomplish or reach them.

A resolution on the other hand is “the act of resolving or determining upon an action or course of action, method, procedure, etc.” Using a similar example, a company may resolve to reach out to its customers more. Without spelling out how it will be accomplished, it’s not likely to be effective. Resolutions are usually more open-ended and therefore easier to break.

Common resolutions people make are losing weight, exercising more or eating healthier. We start out with good intentions, but after a few weeks, it’s easy to fall off the resolution wagon. When we miss a week of exercising or binge on sweets we can feel discouraged and give up all together.

If we change those resolutions into goals, I think most of us would do better. Instead of resolving to exercise more to lose weight, how about setting a goal to lose 10 pounds in the first quarter of the year? Create a plan to achieve that goal such as walking three-four times a week, and reducing the amount of junk food eaten each week (e.g. only sweets on the weekend). If you missed walking a couple days in a week, no problem, there’s always next week. And your goal of losing 10 pounds is still obtainable.

One of my business goals is to write more often. I’ve set specific goals by listing them on a calendar so I can see them daily. I’ve included topics and deadlines which will hopefully help me reach my goal.

Writing goals down is crucial if you want to achieve them. I’ve come to realize it’s not really a goal unless you do put it down in writing. If it’s just stuck in your head, all you have is an idea and you’re not likely to follow through on it.

What are some of your goals for 2012? How did you do in 2011?

Today, Spotify, the online music jukebox just launched its private beta in the U.S.  U.K. users have been using the service for awhile, but U.S. users can sign up only with an invitation.

The strategy both companies used makes me wonder if this is really a private beta, or just a clever way to create demand for the service.   Beta testing generally refers to a product or service going through its last round of testing before making it available to the public.  Generally most if not all the bugs have been worked out and the product is released to a limited number of users willing to test the product and provide feedback.

It appears both companies are successfully using the beta release as a way to create demand for their products and services.  Great strategy, but it won’t work for every company and every industry.

What do you think, true beta release or marketing ploy?

Once again, you need to get beyond engaging in social media because “it’s the thing to do.”  You need to ask some serious questions about why you want to engage in social media — because your customers are certainly asking the questions.

If you haven’t thought about it, take some time to review why social media is important to you and your business and if your customers are even engaged in social media.

Social media has definitely changed the marketing and public relations landscape.  Remember, you’re not just doing it for  self gratification.   Everything you do related to marketing your company should circle back to the needs of  your customers.

Judging by the comments on Facebook and Twitter, most people seem to like it — a lot.

One of the features I think is really cool is Circles. I would probably use Facebook more often if I could break my “friends” up into groups. The primary reason I got a Facebook account was for business purposes, but once my family and friends found out I had an account, I started getting friend requests. Let’s just say I don’t want to mix business with pleasure, so I don’t post that often.

Now with Google+, it appears that you can create different circles of friends who will only see what you’ve posted to a specific circle. Business stuff for colleagues and clients, and personal stuff for family and friends. That’s the way it should be. I hope Facebook is taking note. This is a feature I’ve been waiting for for years. Step up Facebook!

Merriam-Webster’s online dictionary defines an expert as “having, involving, or displaying special skill or knowledge derived from training or experience.”  So perhaps someone can, in good conscience call themselves a “social media expert.”

I think there is a bigger question — is social media enough for companies to reach their target audience?  I understand the benefits of social media and what it can do for a campaign, but social media is just an element used in marketing or public relations plans, and can’t successfully stand alone.

Not all companies or industries lend themselves to social media.  Just because “everyone else is doing it” doesn’t make it right for you.  I advise my clients to include social media only if it makes sense — business sense.

I was compelled to write this article for personal reasons.  My family and friends don’t really understand what I do for a living.  Try as I might, they still don’t understand my job as a public relations (PR) consultant.  They generally reply with the following remarks:

• “Oh, like advertising”
• “I get it, you write those ads in the magazines”

Since my family and friends are confused, I figured others might be as well.  In this article, I hope to convey in simple terms what advertising is, and how it differs from PR.

Advertising

Advertising is paying for message placement in the media. You decide what you want to say and how you want you say it – and you pay for that control.  Companies and organizations pay hundreds, thousands, even millions of dollars to have their messages seen or heard by consumers.

With advertising you’re able to accomplish three main goals:

1. Control the message
2. Repeat the message
3. Evaluate the message

Not restricted to grammatical rules, an advertisement’s content is edgy, eye-catching, and often contains hip or catchy phrases.

An advertiser wants to grab your attention so that you will remember their product or service.  Sometimes it works, sometimes it doesn’t.  Do you remember the Sock Puppet?  The clever mascot used by a failed Internet retailer.  We all remember the puppet, but do we remember the product or service?  Most of us have probably forgotten that it was Pets.com.  People remembered the puppet, but that didn’t translate into enough sales.  Other companies have had much success with their advertising campaigns – seeing sales soar through the roof after an effective campaign. Advertising certainly has its place in every marketing plan.

Public Relations

PR has been referred to as “free advertising.”  More accurately though, PR is a way of influencing the media to write about a product or service in a positive manner.  However, PR, unlike its cousin advertising, does not afford a company or organization control over the content, amount, or timing of “the news”.  Key messages must be developed and pitched to the media, with hopes of having them included in an article.  These key messages shape the perception of a company, leading to increased awareness and ultimately an increase in sales.  PR builds the brand, while advertising reinforces the brand.

PR also offers more credibility than advertising because articles are written by an un-biased third party.  After researching your product or service, a reporter writes an objective article.  For this reason, readers are more likely to believe news stories than information conveyed in advertising.  In comparison to running an advertisement, the cost of PR is quite low.

Advertising and Public Relations

Successful companies integrate advertising and public relations with their entire communications programs.  Combining the two programs can give your communications plan a boost.  Advertising in the same magazine where you have received news coverage is further reinforcement.  The beauty of PR is that even small companies can compete with the big guys.  Larger companies may outspend them in advertising, but a smaller company can be on equal footing with an effective PR program.

He’s right that a company needs to tell a good story and not just rely on the buzz and splash at launch conferences, but I do feel the launch conferences serve a good purpose.  Where else can you get investors, reporters/bloggers, and luminaries in the same room together?