There is a comprehensive list of things that rarely influence the return on investment and ultimate success of a social media campaign.  This list of irrelevance includes: Twitter, Reddit, Digg, Mixx, Flickr, Wordpress, Typepad, Blogger, Posterous, YouTube, LinkedIn, and…yes…even Facebook.

It’s not that these Web 2.0 offerings fail to deliver impact.  In fact, they are critical when it comes to the execution of a digital program.  However, they are merely tools which create a channel to connect with and engage key audiences.  Success in social media is defined by strategy, believability and integration.

Let’s start with strategy.  Like all other communications initiatives, corporate social media activities must begin with a discussion of and agreement on a set of measurable outcomes.  These benchmarks should be aligned with the organization’s overall goals, especially when it comes to sales, profitability and valuation.

Makes sense, right?  Social media is meaningful when you can point to how it drives the business forward in a measurable way.

Equally important is believability.  A long-standing tenet of effective public relations is that perception is reality.  However, image creation has to be based on the tangible beliefs and attributes of an organization and its employees.

Take Strategic Communications Group’s (Strategic) work for British Telecom (BT) and its corporate social responsibility (CSR) program (http://www.csrperspective.com).  BT leverages its commitment to sustainable business practices to solidify relationships with key stakeholders. 

Yes…this is part of their customer engagement efforts.  However, the company’s passion for CSR is genuine, resulting in a social media-driven dialogue that truly connects with audiences.

And finally, there is the issue of integration.  Ideally, a commitment to social networking and digital communications should take hold among multiple groups within an organization allowing for the seamless sharing of resources.  This seldom happens though.

Our experience teaches that pockets of innovation (http://strategicguy.blogspot.com/2009/04/three-phases-of-social-media-maturation.html) rise up with defined champions eager to put social media to work to the benefit of their specific objectives.  We cherish these champions, yet make it a point to work with them to build internal awareness and support prior to the launch of a campaign.

In particular, solidifying a connection with the sales team is essential as they provide an avenue to reach customers and prospects, as well as channeling back ongoing feedback on the relevance and impact of our efforts.

So, the next time a colleague (or your boss) asks about the company’s use of Twitter or your activities in the blogosphere, challenge them to think about social media from the perspective of the three musts – strategy, believability and integration.

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.

The California Tortilla I love has left me with a bitter taste and a touch of indigestion.  And it has nothing to do with the food.  Or my views on their marketing.

In fact, the company’s online brand promotion program (http://www.facebook.com/home.php#/pages/california-tortilla/43773552194?ref=s) is exceptional.  It’s quirky and homespun and, most important, consistent with the in-store dining experience.

What I find grating is marketing director Stacey Kane’s recent contention (http://smartblogs.com/socialmedia/2009/06/29/outsourcing-social-media-not-awesome/) that it is a “big mistake” to engage an outside consultancy for social media services.  Her argument is predicated on two beliefs: 1) an external resource lacks passion for the brand; and 2) outsourcing social media activities damages the authenticity of a company’s voice.

Both views are complete bunk.  I’ve spent 20 years as a public relations gun for hire and a constant in two decades of work is a pure and unfiltered intensity for the clients I represent.  At times, I have even struggled with too much of a rose colored view of a client’s solution and prospects for success.

Regarding authenticity, reality often precludes corporate executives from developing a content strategy, crafting every blog post or peppering their day with tweets.  Some are poor writers.  Others lack the necessary time.

My view is that as long as an executive is engaged in the social media process and the message reflects their views, authenticity is achievable.

Now, I am certainly not arguing that a company’s best interests are served through outsourcing social media expertise and execution.  Strategic Communications Group (Strategic) has the good fortune of working with a set of clients who have developed a deep competency in social media and digital communications.

Professionals like Steve Lunceford (http://govtwit.com/) at Deloitte, Kristin Bockius (http://blogs.msdn.com/bright_side_of_government/default.aspx) at Microsoft, Jennie Olson (http://www.blogtalkradio.com/gotostrategic/2009/06/29/Interview-with-Jennie-Olson-of-GovDelivery) at GovDelivery, Kevin Moss (http://www.csrperspective.com/) at British Telecom (BT), among others.  Each plays a star role driving the success of their corporate program.

Yet, there clearly is a critical place for an external consultancy in the corporate social media mix.  I see the value delivered in three core areas:

1.  Helping define a content strategy and creative approach that is in-step with a company’s business priorities in the areas of lead generation, sales, market positioning and valuation, and corporate culture.

2.  Injecting best practices from participation in multiple social media campaigns for clients in different segments of the market.

3.  Providing honest, candid and (when appropriate) critical counsel on the execution of the program, even when it is not what the client wants to hear.

There you go Stacey Kane of California Tortilla.  I still love your food, but when it comes to your views on the importance of external social media consultants you miss the mark.  

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.

From time-to-time I am asked what brought me to public relations as a profession. 

It would be great if I could muster up a tale of interest in communications strategy, creative writing, critical thinking or even the dynamic of decision-making.  Truth is, my career path began based on a simple focus:  girls.

Let me explain.  As an 18-year-old freshman at the University of Maryland one of my priorities was to establish connections with my fellow undergraduates, preferably the female ones. 

When it came time to select a major I dutifully researched the programs with the highest percentage of female enrollment.  I wasn’t particularly fond of math which ruled out psychology.  At the time, I did not care much for children so education was a no go.  That left…you got it…journalism with a focus on PR.

I’d like to think I have matured some in the two decades plus since my collegiate days.  Fifteen years as an entrepreneur…two kids…a mortgage…and a romantic interest now in only one girl, my wife.

Yet, I have been thinking a bit about my inauspicious professional beginnings after reading Claire Cain Miller’s accounting in the New York Times (http://www.nytimes.com/2009/07/05/business/05pr.html) of the changing nature of PR representation of emerging growth technology companies.

I will leave the debate of the appropriate role of public relations professionals to other bloggers and pundits.  My preference is to focus on a subtle undertone in the article:  are people more successful in the field of public relations because of their physical appearance?

Gotta say “yes” on this one because of the basic human nature to gravitate towards and more openly engage with people we find attractive.  This begins at an early age as the more beautiful children are granted a higher level of attention (http://www.nytimes.com/2005/05/03/health/03ugly.html) by their parents, teachers and peers.

This adoration manifests itself throughout life, ultimately producing a professional who is confident in their presence, capabilities and intellect.  Consider Brooke Hammerling (http://gawker.com/tech/snacky-or-flacky/snackiest-flack-of-them-all-brooke-hammerling-173592.php) of Brew PR and the star of Miller’s New York Times article.  She certainly strikes me as someone who hasn’t had to deal with too many rejections in life.

Now, I do recognize I am making a broad generalization.  There are attractive people in public relations who fail to rise above mediocrity.  And, of course, there are those who are more modest in appearances who achieve tremendous success.

At Strategic Communications Group (Strategic), I am fortunate to work with a highly skilled, talented, creative and confident senior team (http://gotostrategic.com/site/index.php/site/senior_team/).  They also happen to be quite an attractive lot.  I wonder if that’s merely a coincidence.

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, MD.  Read more at: http://www.strategicguy.blogspot.com.