The Whuffie Comes to an End

Maybe I should have finished reading Whuffie before I complained about needing a “how-to”. I spoke too soon. Not like it’s the first time I’ve done it and I’m sure it won’t be the last.

I think Tara Hunt definitely saved the best for last. She dove in deep and basically gave exactly what I thought the book was missing, tips on how to actually do this stuff. I especially liked the blogging and Twitter sections, but I have to mention her advice about not ignoring the haters also. We all know that not everyone is going to like us, but her tips of playing it lightly or acknowledging the comment (if the situation deems it appropriate) is valuable advice. We have to accept the bad with the good. Hunt also raises a good point, some of the negative comments (that don’t fall under constructive criticism) are from people who haven’t fully used the product and aren’t in a place to comment. Hmmm.. sound familiar? Yah, that’s me in my last post.

When all is said and done, I would recommend this book to anyone interested in using Social Media on behalf of a business. It’s an easy read with a juicy ending. Now on to the next book…

The Whuffie Continues…

Our class is about halfway done with “The Whuffie Factor”. I am enjoying the book, but if I am to be completely honest, at the risk of sounding pretentious, the book is basically common sense. Okay, I know, if I am so wise about gaining social capital, why aren’t I more well known and making the big bucks? Who knows, but my point is, the book is lacking a crucial how-to section.

For example, one tip to gain whuffie, is “turning around the bullhorn” which basically means, listen to your audience.  We learn in class that listening to your audience and doing your research is the foundation behind each strategic business decision a company makes.  I know it works in theory, but how exactly does a company who isn’t used to listening, make listening work? Or where does a company start to look to find their consumers to start the listening process? Perhaps that isn’t the type of book Tara Hunt was trying to write, but I would personally, at this point in my career/education, prefer a how-to as opposed to conceptually discussing whuffie. I do understand though, that a how-to might be difficult to write because each company situation is so unique. So maybe just a little “getting started” guide? Maybe that isn’t even likely.

Oh well, I’m not giving up hope. As I said before, I like the book. I will just keep on, keeping on.

Till next week,

Rachael

Social Media Theory Assignment 1: The Whuffie Factor

It has been forever since I have last blogged. I know. Shame on me. Well thankfully, in my last semester of grad school, I now have the weekly assignment of blogging about my assigned reading that of course, deals with social media and the PR realm.

 

Our first assignment was chapter one of a book titled, “The Whuffie Factor” by Tara Hunt. What in the world is a Whuffie? Yah I thought the same thing. Whuffie is a term for social capital. Still in the dark on social capital? In general terms, it is what makes you “rich” according to social media. It is the quality and quantity of relationships you have developed and continue to maintain.

 

Whuffie helps to level the playing field between the big corporate giants and the small mom and pop shop down the street by jumping on the Web 2.0 bandwagon. Hunt talks about how it’s not just being present on the sites, it’s quality interactions so you aren’t seen as SPAM. And no, not the SPAM in Austin, MN made by Hormel. Sorry I couldn’t resist. (For those of you who don’t know, I’m from Austin, MN, SPAM capital of the world)

 

I do want to mention before closing, the site Eventful Demand. This is site where a user can go and actually create demand for an event. (concert, movie, etc…) It gives audiences a voice and a geographic location. The book even references an artist who planned his tour based off this site. I actually used this site once to “demand” a movie come to St. Cloud, MN. The movie eventually came and I have no idea if it was because of that site or not, but it’s cool to think I may have had a part in it.

 

I am definitely buying into The Whuffie Factor and can’t wait to read more next week. I hope everyone enjoys their MLK Day.

Until then,

Rachael

 

PRSA Pro-Am Day

Network, network, network. That simple word seems to be the key to making it in this world. Is it really all about who you know? I don’t think it’s all, but it does play a crucial role in the job search process. Being a member of PRSSA has provided me with several networking opportunities. One of the most valuable being Pro-Am Day. Pro-Am Day is a day coordinated by MNPRSA where a student is paired with a professional in the field to job shadow for the day. The students are paired based on a  questionnaire they fill out during the application process. Of course I attended this year. I would be crazy not to.

I have always fancied myself as a corporate and internal relations type of girl. So naturally when I was filling out the questionnaire portion of the application, I checked corporate as opposed to agency. PRSA didn’t send me to a corporation. They sent me to an agency and I am so grateful they did. Don’t get me wrong, it’s not like one day in the agency world made me forget about my internal relations dreams. It did however; open my mind to new possibilities. I probably wouldn’t have met with an agency if it wasn’t for Pro-Am Day. Call me close-minded or just plain ignorant, your choice. I am openly admitting my fault for not considering one of the most popular avenues in PR.

So needless to say when I found out I was being paired up with a professional at JTMega, a food marketing agency, I was slightly intimidated. Part of my hang-up about agencies was the stereotype of agency life being cut throat and always, as a an employee, being considered expendable unless you were some big shot PR guru. I was so wrong. Of course it is a competitive environment but it is also an environment that fosters creativity, partnership and growth.

Before I jump into the description of how awesome and enlightening my day was, I better write a little about who JTMega is. JTMega, as a mentioned before, is a food marketing agency and one of few agencies in the USA who have that specialty. Some of their clients are Hormel, Sartori Foods and Michael Foods among others. Right from the start I was happy to see Hormel since I am from Austin, Minn and the meat industry holds a special place in my heart. I’m not kidding. More about my love for the meat industry at a later date.

My day at JTMega began with a session with one of the account executives, my professional match. During that time I was able to ask her anything and everything about the PR world. She critiqued my resume, gave me portfolio tips, interview tips and insight into the her role in the agency life.

Advice Highlights

1. How to display huge campaign books in your portfolio – Don’t bring them to an interview. Employers won’t read a book. Instead write an executive summary and insert that into your portfolio. You can find examples of executive summaries in any campaign or in the MNPRSA Classics Award entries
2. Create dividers for your portfolio because it can make it easier to reference in an interview
3. Keep track of your social media stats (How many followers/fans, the increase percentage, mentions etc…)
4. Include results in as many bullets as possible on your resume
5. Making sure the agency is a fit for you – In an agency you are surrounded by talented people with various backgrounds in a fast-paced teamwork oriented environment but not all agencies are the same. So making sure their corporate climate meshes with yours is key.

After our Q and A session, I was able to meet with another account executive who focused more on the advertising side as opposed to PR. This was valuable because so often PR and advertising and marketing mix together into one big integrated brand promotion effort. During our conversation I learned about some of the business to business (B2B) side of communications. Sometimes, in classes and in the articles I read, B2B isn’t a focus but I learned it is such an integral part in a communication plan, depending on the business of course. When you are talking B2B, it can change the entire outlook for communication style, especially when it comes to areas such as social media.

The remainder of the day flew by. We had lunch, at yum!, where I had the best sandwich ever. It was so good I have to give it a mention, the yum! veggie. Amazing. After lunch I had a tour of the agency, some mock interview questions and then it was off to Weber Shandwick for the networking event.

At Pro-Am Day I made several connections that will hopefully turn into lasting PR relationships. We are so fortunate to be given networking opportunities like Pro-Am Day and it is foolish to not utilize them. All the professionals I met that day were more than willing to give advice and they made the real world seem not so scary. So get out there, take advantage of opportunities and go wow the world.

Here It Goes

Well here goes nothing. I’m starting my first blog ever. What exactly will I be blogging about? Good question. Just kidding. We will start this thing off with a little intro about myself and then finish up with a “Rachael Original”. You’ll see what I’m talking about if you keep reading. How is that for an incentive?

I am currently a public relations graduate student and a fairly young one at that. I’m 22. I just turned yesterday as a matter of fact. Some people think I’m crazy for going to grad school so young and with no work experience. Some think it’s great. I think it’s the perfect fit. I finished my undergrad in December and here I am back in the desk three weeks later. I love to learn and wanted to learn more. I also wanted an opportunity to grow under the cloak of still being a “student”. My plan to counteract my lack of experience is to be as involved as I can and rack up the internships. There will be more about my internship experience in the next entry. Stay tuned.

Oh I should also mention that sometimes I write poetry. Trust me, it’s nothing profound, but I like things that rhyme and that make people feel good. Below is one of my favs. Till next time!

Happily Ever After

There once was a princess who lived all alone

She had no companions and was bored to the bone

She spent her days with her nose stuck in the books

Reading stories of princes fighting the crooks

She longed for a prince who would sweep her away

Who would give her a kiss and spice up her day

She had a few princes at times in her past

They didn’t quite cut it so she gave them the blast

Some were too smart and thought they were king

They assumed that she loved them and gave her a ring

Another was lazy and rude to his mother

This was the deal breaker huge like no other

With being so sick of all of these men

She stayed cooped up like an old mother hen

One day she realized heck I’m not 80

I need to stop living like a shriveled old lady

How could I find a prince holed up in this tower?

More importantly than that I need to take a shower

She had to admit she had let herself go

She had sunk into a pit of darkness and woe

Well today was the day she was going to make a change

She had nothing to lose and only a prince to gain

In no time at all she was polished and clean

And despite staying inside she was impeccably lean

She knew she looked good and it wasn’t a lie

She put on her dress with the cutesy pink ties

She mustered up the courage and ventured outside

At first she was scared and wanted to hide

Until she remembered her most favorite story

Than boom an idea hit in all of its glory

I don’t need to find an actual prince

She scratched her head and thought with a wince

I just need to find a cute little frog

Somewhere nestled safe in a bog

A frog was the key to her fairy tale ending

A sure fire plan her story just pending

The story she recalled lived happily ever after

A princess with her prince hearts soaring through the rafters

A frog she thought must be easy to find

She knew where they lived a million of the kind

She walked and looked, hunted and searched

She found what she wanted under a birch

A green shiny frog with nice toned up legs

He must have been a runner that strayed from the kegs

With a scoop and swipe he rested in her hands

Only one little kiss then she’d have her man

She put on some gloss and puckered up nice

At least he was a frog and didn’t eat mice

After the kiss she waited and waited

Did I do something wrong? She sat and debated

Finally a poof and a cloud filled with smoke

She no longer could see that poor little bloke

She stood back and watched much to her surprise

A dark handsome prince appeared before her eyes

The story was right, the fairytale had held true

She did what she did, now nothing left to do

The prince picked her up and carried her away

He built her a house and married her that day

All her waiting had proved to be worth while

She thought of her ex’s and started to smile

She was the one who came out on top

She spent the rest of her life with the cream of the crop