Engage in PR

Doug Haslam pinged me a few weeks ago in the “Social Media Best Practices” meme and I half jokingly groaned in angst.  It’s not that I don’t like being involved in these, in fact they can be very inspiring.  Rather it’s the realization that most folks still don’t understand social media or what it means for them in communications. Shocking really when you see the amount of readers someone like Chris Brogan has or the great stuff so many others are doing for this industry. Instead of just rehashing posts I have written (just put “best practices” into the search in the upper right), I’m actually going to put together my first annual “Practitioners of Social Media” list…yes, folks, welcome to the POSMs.

Personally, I want to move beyond rehashing MY opinions around ‘best practices’ and start highlighting the folks actually doing the work, with links to their best practices. For the next five working days you can visit my blog where I will highlight another POSM. The following five people fit the the POSM guidelines, which I just made up:

“Implement social media for others, NOT just yourself. Anyone can call themselves a “social media expert” and talk the talk; however there are just a select few that have the talent to create and measure social media awareness for others.”

“Publicly detail your social media success and failures.”

“Have the ability to realize that social media by itself is pointless, it must be part of a larger communications picture.”

“At times, when needed, show your teeth.”

Without further ado my friends, the first POSM:

Todd Defren, SHIFT Communications and PR-Squared

Todd was one of the first bloggers I followed religiously and that of course has extended to Twitter and fortunately at times to the offline world.  Although I’m no longer in Boston, I seek out Todd’s advice for the fact that he has shown what social media is all about on his own blog, but also throughout SHIFT.  Some of the brightest stars on the social media circuit are coming from SHIFT because Todd has created a ‘farm system’ ripe with young talent and surly veterans (one of whom may just be a POSM himself).  However, the thing I appreciate most is Todd cuts through the bullshit we see pontificated so often onstage and online by pushing the conversation about traditional client relationships, newswires and ultimately how I now write news releases.

Think about that last one for a second…I’ve been writing news releases now for well over a decade, but yesterday when I sat down to write yet another one I thought of Todd.  Disturbing? Yes! Inspirational? Maybe. Influential? You betcha!  I actually look at releases we put out afterward and try and think what Todd would say about the release from a social media and SEO perspective.  This type of reflection only happens to me in three situations:

1. Every time I talk to a member of the media I think what my first boss Darlene Hollywood would think of my approach and story.
2. During any “big” meeting I reflect on how my mentor Len Dieterle would grade my performance.
3. Writing those damn news releases.

Now I don’t know Todd half as well or as long as Darlene nor Len…but I guess that is the whole point of social media right?  Nearly every day I can read what he has to say, Twitter with him, ping him on IM, know that my phone call would be answered and have constructive disagreements. I also know he would tell me when I made a mistake, because he is more than ready to do the same. Ultimately, Todd knows what it takes to create, implement and measure social media for companies based on business goals.

You want best practices, go here: www.pr-squared.com/jedi.html

Welcome to the POSMs Todd.

If you have a POSM nominee, let me know in the comments.