I found a really interesting annual study by Technorati called, “State of the Blogosphere 2011: Introduction and Methodology.” Of particular interest to me was the breakdown of the different types of bloggers and the motivations and consequences for blogging.  If I were to categorize myself in relation to this study, my blogging falls in two categories.  I am the Entrepreneur Blogger as well as the Hobbyist. I definitely don’t fit in the Corporate or the Professional Full Time or Part Time blogger.

As the Entrepreneur, I use blogging to discuss industry topics and to share my perspectives on public relations, social media and technology. I also enjoy blogging every week, because it’s my hobby. When I was younger I would horseback ride and participate in kick boxing.  Today, I find myself blogging for fun, to express myself, and my views about the changing media landscape. I’m also blog for my own personal satisfaction.

The Technorati study stated, “… we are seeing bloggers updating their blogs more frequently and spending more time blogging.  The type of information influencing blogging has shifted from conversations with friends, which was the primary influence in 2010, to other blogs, which for 68% of bloggers are having more of an influence in 2011.”  I recall in 2010, there was a question of whether or not people found blogs useful and if we were completely moving over to shorter forms of news and information (media snacking).  However, I still believe, blogging serves a specific purpose that you can’t find through other forms of social media, i.e., Twitter, Facebook, LinkedIn, etc.

The main reasons why I rely on blogs/favorite bloggers is to get an inside view, deeper perspective, more insight on a subject or topic, to see if my perspective aligns with my influencers, and for information that only a particular blogger can review, breakdown and even translate for me (when a topic is complicated, i.e., technology).  I have been reading the same blogs for the last 3+ years and there’s a reason why I don’t deviate.  I am constantly learning from my blogger friends and I value the information that they are sharing. I trust them and the information they provide. I feel like I know them (in most cases I’ve even met them in person or had conversations).  I always look forward to receiving their posts through my RSS feed or even in my email inbox. As you can tell, I place a high value on these relationships.

Take a look at the Technorati study.  If you’re a blogger, it’s interesting to categorize yourself and to review the percentages of blogger motivations and consequences.  However, moving beyond the statistics, think about what really makes you want to blog and why you also rely on your favorite bloggers.  You might even want to let your bloggers know what it is you like so much about their community, so they keep delivering the most meaningful information.  I don’t think one study will ever make or break the State of the Blogosphere, but it’s great to see that bloggers are having more of an influence in 2011.

A Guest Post by Justin Goldsborough:

What if I was writing this blog post with only the hope that it would be published? What if I took the time to research the topic, identify the story, and find the case studies with no guarantee anyone but me would ever see any of that work come to fruition? What if I was completely reliant on a third party to decide if my post has what it takes to make it to the Internet?

Sounds absurd, right? Well, companies and agencies take this approach all the time. They spend hours researching and putting together a story to share with the media and the bloggers in the form of a pitch. Then they conduct their outreach and hope to earn placements in a top-tier newspaper or with a blogger in their niche. But that’s where it stops. And that’s where companies aren’t getting the most out of the content they are creating.

If you were taking a history class on public relations, one of the first chapters would be on the topic of “earned” media. PR has always worked to tell the client’s story to those who actually cover it, which ideally makes that story more trusted.

There is still value in that approach. However, pages are being added to the “owned” chapter of PR every day. Pages communicators need to read to determine how the content they create can work harder than just a pitch. It’s a mindset shift from solely working with the media on behalf of a company, to also seeing that brand as its own media company.

Own your owned channels

Emarketer shared research last week that showed Facebook fans No. 1 expectation of the brands they follow is exclusive content. In fact, the “sneak peek” companies can give via their owned channels is one of the main reasons customers are drawn to engaging with brands this way. Just ask Burberry.

During the London fashion house’s Spring/Summer 2012 fashion show, Burberry provided customers with a variety of content via its owned social media channels:

• A #Tweetwalk, where @Burberry tweeted pictures of the new looks before they hit the runway
• Burberry Twitter account takeovers by fashion editors from Elle and Vogue
• A lives stream of the event for Facebook fans and YouTube subscribers
• Lookbook shared via Twitter before any media photographers had a chance to photograph the new styles
• A Burberry photographer posting a stream of photos from the event to Burberry’s Instagram account

Hear more about Burberry’s strategy behind using its owned channels to share the fashion show experience in this video (start at 2:15) from Chief Creative Officer Christopher Bailey.

Owned content makes a great pitch

If you’ve ever worked in PR, you’ve probably written a pitch. And if you’ve written a pitch, you’ve researched and created content. So why not take the extra step to flesh out those pitches and create content for owned channels first that can also be used in a pitch.

My friend Rochelle Veturis turned me on to this idea. Rochelle, who works for architecture firm LPA Inc., often shoots video of her company’s live events or blogs about their sustainability efforts. The initial purpose of this content is to tell the LPA story via its social media channels (blog, YouTube, etc.). But Rochelle often repurposes that content as part of her pitches to media and bloggers.

This approach makes a lot of sense for two reasons: 1) A blog post or YouTube video already tells a story. And stories resonate with people better than pitches. Even reporters. 2) Newsrooms are cutting staff at a rapid rate and bloggers often are a staff of one. So both groups are in need of content and may be able to repurpose some/all of what she sends them.

Owning search

My favorite search analogy goes as follows. Remember the old Dewey Decimal System at the library? The more cards a book had in that card catalog, the better chance you had to find it. Search is the same way. And every time a brand creates a new piece of content for its owned channels, it adds a new card to Google’s catalog. With Google handling more than 11 billion searches a month according to comScore, your company needs all the chances to be found that it can get.

PR has always worked with the media and probably always will. But to connect with customers and give them stories to tell about our brands, we must learn to make our owned media work for us too.

Justin Goldsborough is a PR pro and SM guy for Fleishman-Hillard. KCIABC board. #pr20chat co-mod w/ @PRtini. #HAPPOKC reg champ. Blogger at JUSTin in Case You Were Wondering.

Every week, it seems there is a new PR crisis sweeping across our Twitter streams. Groupon, Airbnb, Kenneth Cole, Esquire, the list goes on and on. Most recently, Netflix has faced backlash for their price hikes and response or lack there of. With all of these instances, it seems that companies still aren’t understanding the importance of a sincere apology. If they don’t understand, maybe they don’t know where to begin in this transparent climate. Well, here is the DNA of a good apology…

Timeliness

Growing up, my mom always made sure that I knew that an apology meant much more, sooner rather than later. The ability to apologize in the heat of an argument, issue, or mistake took great strength but resolved issues much quicker, and exhibited sincerity because it took courage to say and admit. Apologizing days or weeks later doesn’t mean nearly as much as a quick apology.

Companies and PR departments still are trying to grab this concept of timely transparency when it comes to admitting mistakes. It took Netflix weeks to address the price hike, as did Groupon when they were under fire for their Super Bowl commercial fiasco. Incidentally, those apologies were seen as hollow and didn’t diffuse the complaints that had been building. The opportunity for a calming voice came and went long before they actually stepped up.

Sincerity

As a 21 year-old in a long-term relationship, I guess you can say that I’ve had my fair share of experience in apologizing. First rule: Never say, “I’m sorry you felt that way.” Saying that, says that you’re not actually sorry for your actions; but rather you’re sorry because of the reaction you received. I can tell you right now that this is not a sincere form of apology and customers see right through it. Again, Groupon failed at this a while back, as have many other companies.

In today’s transparent line of communication from brands to consumers, you must admit fault or at the very least empathize with the angry customer. Remember, they don’t HAVE to give you their time and money. So, if you make a mistake, be sincere in your apology and understand what you did wrong… The customer is much more likely to understand and forgive for sincerity.

Resolution

I’ll tell you right now… an apology is not enough anymore.  Resolutions both requested and unrequested have become the standard. If you give an unhappy customer a resolution along with your apology at their request, they’ll be satisfied. Give a customer a resolution or gift without a request? You’ve just turned an angry customer into an evangelist. Don’t do either? Good luck.

People want to know you care, and while offering coupons and resolutions can’t save a bad product, it can definitely turn mistakes into fruitful opportunities. But beware, make sure that your customers would welcome these resolutions. I’m not positive how Netflix’s split into Qwikster will work out in the long run. But, I can tell you that it wasn’t a well-sourced change on Reed Hastings and co.’s part. The apology and resolution finally came, but the customer’s can tell that they are still not a priority.

We all make mistakes and will make many more. What separates the great companies from everyone else is the ability to express a human reaction in times where transparency is key. Being able to apologize and empathize in a sincere manner turns even the angriest of customers into believers.

Remember: “Your most unhappy customers are your greatest source of learning.” – Bill Gates

This blog post was contributed by Harrison Kratz. Harrison is the Community Manager at MBA@UNC, the new MBA program offered through the University of North Carolina Chapel Hill which gives students the opportunity to earn their MBA online from a business school with a top twenty MBA ranking.  Harrison also sticks to his entrepreneurial roots as the founder of the global social good campaign, TweetDrive.

I’m kicking off a PR guest blogger series on October 3, 2011.  Several of my blogger friends have offered to help out while I’m working on a new project, which I’ll be sharing soon.  I’m excited to announce the names of my blogger friends …

I don’t think I’ll ever be able to completely take off my PR hat; it’s usually “on” no matter what I’m doing.  But, on September 16, 2011, in New York City, I’ll be wearing a different hat. It’s my blogger cap, when I cover the PRSA T3PR Conference.  Twenty plus years ago when I was starting out, I didn’t have the opportunity to switch roles from PR person (the liaison) to the reporter covering the event.  The PR person always practiced PR and helped to facilitate the media coverage and the media person focused on reporting the news that led to the good coverage. Today, the switch is unique, exciting and allows many of us to share our enthusiasm and appreciation for reporting.  It’s also an excellent way to walk in the shoes of our worthy journalist friends, with which we work so hard to build solid relationships.

To truly understand what people go through in the scope of their day, you have to walk in their shoes.  I remember stating in my book, “Putting the Public Back in Public Relations,” that social media allows you to become the people you want to reach.  Well, stepping into the role of blogger certainly makes you understand how to reach bloggers the right way, how to help them build a better story and to understand what they go through in the reporting process.

I’m really looking forward to blogging about the PRSA T3PR Conference because I have a deep interest in public relations and technology.  From what I’ve read so far about the conference, the event has a heavy focus on how to identify and create opportunities for differentiation and offers insight on how brands that are driven by innovation can create strategic public relations programs. I’m looking forward to hearing from professionals including Amy Messano, senior public relations manager, U.S. SMB&D, Microsoft Corp. and Scott Stevens, APR, former vice president corporate communications, Nissan Americas.  I’m also looking forward to hearing what several of the other experts have to say during the “Technology Crisis Digital Age” session.

I’ll be doing a post session article to discuss my findings at the conference and will share the best highlights.  Stay tuned for more about the PRSA T3PR Conference or maybe I’ll see you there!

[Disclosure: PRSA offered me complimentary entrance into their conference, so that I can report to my PR and marketing colleagues on the sessions.]

Flying back from the Bahamas, I chatted with a flight attendant whose daughter is attending Quinnipiac University in Connecticut and preparing for her future career.  With the conversation fresh on my mind, I started thinking about the endless opportunities that social media provides students who are planning their futures.  As a student, you always want to learn more, stay connected to peers, take advantage of interesting opportunities, have your questions answered and talk to professionals and mentors, when you feel unsure or need advice. Social media provides the limitless resources that lead to your future.

I clearly did not have the same opportunities as a student, although I was thankful for PRSSA, the book, “What Color is My Parachute?” and several of my professors and mentors at the start of my career.  Today, I see wonderful opportunities presented in social communities, but what’s even better is that I also see students taking advantage of these unique experiences.  I see them participating in the Twitter chats, having conversations in Facebook groups, reaching out to professionals on LinkedIn, and networking with peers and potential mentors.

In keeping with the notion that social media provides endless resources and opportunities, here is a great opportunity that I’d like to share on my blog. USA TODAY emailed me about their Collegiate Correspondent program. Here’s the actual email, with more details, so that you can take advantage of the Collegiate Correspondent Program or pass it along to your friends:

From: USA TODAY College <usatodaycollege@usatoday.com>

Subject: USA TODAY Collegiate Correspondent Program – great opportunity for students

Date: July 15, 2011 11:24:56 AM EDT

To: Deirdre Breakenridge

We are starting a Collegiate Correspondent program in which students will have the opportunity to write and report weekly for USA TODAY College, be mentored by USA TODAY editorial staff and learn other pertinent skills.

Below is some more information on the program. Please pass it on to anyone you think might be interested.

USA TODAY Collegiate Correspondent Program

As a collegiate correspondent, you will be an integral part of USA TODAY College, providing a unique angle on current news events. At the same time, you will hone your skills, write for a large audience, gain experience working on deadline and keeping content relevant.

If you are selected as a USA TODAY Collegiate Correspondent you will be expected to:

- Write one news story a week under a tight deadline for one semester. The semester will begin on August 21, 2011 and end on December 10, 2011

- Respond quickly to communications from USA TODAY College staff

- Stay up to date with current events

In return, USA TODAY College will:

- Provide mentoring by USA TODAY Editorial staff

- Publish your work on usatodaycollege.com for a wide audience

- Pay $350 compensation upon successful completion of the program.

- Ensure your work is considered for publication in USA TODAY and USA TODAY.com

We’re looking for motivated undergraduate reporters (all majors welcome to apply) who will be passionate about bringing smart, engaging stories to our readers. Final selection of correspondents will be made by the USA TODAY Editorial department.

For more information please visit our website:

http://cl.exct.net/?ju=fe3e16737d65047d751473&ls=fde212777661077a721c777d&m=ff011671766305&l=fe9815767166057d7c&s=fe2d15707466017a701d74&jb=ffcf14&t=

Please contact Kristen Rein (usatcollegeblog@gmail.com) if you have any questions.

I hope that some of my student friends will go after this opportunity and experience what it’s like to be a USA TODAY Collegiate Correspondent.  Remember, because of social media, we’re all reporters!  Good luck to those of you who apply.

My 16 year-old-daughter first introduced me to Tumblr when she told me that she wanted to start her own blog.  She used to spend countless hours on MySpace checking out bands, on YouTube sharing funny videos and she used her Facebook profile to keep in touch with many of her friends after we moved from North Jersey to Central Jersey a few years ago. I would say that YouTube and Facebook are still among her favorite social sites. However, Tumblr has come onto her radar and clearly captured her attention.  Based on her behavior, Tumblr is her new social media habit.

For those not familiar with Tumblr, it’s an easy platform to express your thoughts and share information through a variety of formats including text, photo, chat, links, audio and video.  Tumblr is recognized today as a platform somewhere in between a WordPress blog and Twitter stream, which lets you share media in short form or as “media snacks.”

I’ve been investigating Tumblr to see exactly what it is that makes the platform so special.  Here’s what my 16 year old has to say about Tumblr:

• Tumblr is a place where you can express what you like and how you feel.
• Tumblr is about yourself, above everything else … it can encompass all that you do and what you want.  Although, some people might criticize, there are so many more supporters; the community is generally supportive of what you post.
• You can find a lot of people with similar interests. When someone reblogs a picture that I like, I look at their blog to find other things that interest me.
• Tumblr is better than Facebook…anyone can have a Facebook, but with Tumblr it goes deeper into your personality.
• I’m on Twitter too. Although my Tumblr is linked to my Twitter, I spend more time on my Tumblr dashboard.  It’s all right there for me, and it’s so much easier to use.
• Tumblr is the more complex version of Twitter, yet, at the same time, it’s easier to use and manage.
• Twitter is something you do when you’re out…”eating with my friend …” It’s what’s happening now and Tumblr is your online journal.
• Twitter is like a memo pad and Tumblr is like a daily journal.
• It’s the most addictive thing ever!

Here is a quick snapshot from Compete comparing Posterous (another short form blogging platform) to Tumblr, with respect to unique visitors and visits to the sites:

Unique Visitors:

Source: Compete.com

Monthly Visits:

Source: Compete.com

As you can see, there has been a significant increase in traffic and unique visits to Tumblr over the past year.  As communications professionals, it’s our job is to understand the market and to identify where various audiences congregate.  Tumblr is definitely a place of interest and focus for the Millennials.  Based on the information from February 2011 (see chart below), Tumblr is poised for growth as a simple microblogging platform.

Source: 1WD.CO

Last week I created a video blog about my reading regimen.  As I went over my favorite reading resources, two articles stuck in my mind.  It was the title of an Entrepreneur Inc. Magazine column called “THE WAY I WORK.” The first column highlighted Michael Arrington of TechCrunch, who described his work style as, “My style is to bust the door down and clean the mess up later.” I couldn’t get his work regimen out of my head.  Then when Iooked at the same column, a couple of months earlier.  Except this time, it was Gary Vaynerchuck letting everyone know that his style was, “Everyday, between every phone call – during every spare second – I’m on Twitter.”  These article had an impact on me. Although my post focused on how to stay “in the know” and how to keep up with the news with a daily reading regimen, in all honesty, that’s not why these articles or men stuck out in my head. The reason: there was something inherent in both of them with respect to their new influence … they truly owned it!

What do I mean by truly owning your influence? Once you achieve influence, which I’ll discuss in a moment, it’s how you maintain, manage and consistently give of yourself.  There are some new influencers, personalities such as Michael Arrington, Gary Vaynerchuck, Chris Brogan, Arriana Huffington, Charlene Li, and the list goes on, who I believe have reached positions of influence and to this day “own” their influence.  They continue to exhibit a combination of characteristics that have people riveted by their actions and following their every move.  It could be a combination of the driven attitude (“bust the door down”), the tireless energy that makes you never stop (“every day between every call on I’m Twitter”) or is it the power of social outreach and engagement that makes individuals soar to new heights of influence and remain as well known influencers.

When I think about influence, there are so many different definitions and calculations.  No one has said that there’s a right way and a wrong way to view influence.  And, no organization has come out with the only “influence” calculation. Studies are published every year about the top influencers and it’s a game of numbers from influencer rank to their reach and resonance.  But, if you really dissect influence, you have certain characteristics present with the fact that people (your peers) give other people influence because they registered high on a “value scale.” Then, if you don’t truly own your influence (manage and maintain it), as quickly as you gained influencer status, you can lose it too.

What about influence vs. popularity …  is it all about the numbers?  No, not necessarily, because as you gain popularity, the numbers most likely increase. However, at a certain point, you may lose touch with your closest circle or network, who gave you influence to begin with. In turn, this could make you less influential. You simply cannot maintain your close connection.  Of course, we can’t just look at the numbers because every web community has different influencers and the numbers in those influencer networks range from as small as a couple of hundred people to more than 1 million people.

So, what is the story behind influence…how does a person ride down the influence highway turning a page from ordinary communications to wild influence that’s driven and never sleeps, and, which affects people and the decisions they make?  I believe that influence starts long before you are ever named an influencer (it’s inherent in your personality) yet it’s not whether or not you are popular.  I bet today’s influencers have a story to tell about their steps to influence because it was a combination of factors over the years and more importantly, it’s what they are doing today to keep the influence.

Here are a few characteristics of an influencer:  Trust, in-depth knowledge, expertise of your industry, intense motivation and passion, a giving spirit, a winning attitude and the ability to “launch” with constant contact (both online and offline). Critical to influence is also having the right people around you, who will support your efforts and continue to be your champions. This is a “calculation” for influence, regardless of your numbers (Klout score, Twitter Grade, Twitalyzer).  If we can work more on these these characteristics, cultivate them (on a “characteristics scale”) to provide value and exhibit them consistently and tirelessly (owning it), then shouldn’t each and every one of us have what it takes to be an influencer?

What are the characteristics or your “calculations” that make an influencer and how does that influencer register on your value scale? And, whether they influence a few people or thousands, how do they own it?