Mary Janes Longing, the Happy Ending

We interrupt this important social media and public relations commentary with breaking shoe news.

Some of you may remember my longing for a certain pair of Mary Janes last summer. No? Let me refresh your memory.

Caught up? Okay. So, even before the economy crashed and my position was eliminated, no way was I paying $189-$229 for that pair of Mary Jane espadrilles. I kept my eye on them, looked for sales at the end of the season. Nothing.

But look what I found today! At Payless!

Don’t you just love a style inspiration? And don’t you especially love that these cost $14.99 instead of $229? Yeah, I thought so. Just save me a pair in 8 1/2, okay?

And some big linky love for Bargainist, which told me about Payless’ big summer sale, which led me to the espadrille section and the objects of my affection.

Measuring Social Media

When I worked for a public relations firm, measuring the ROI of social media was critical, but difficult. These communications tools were new, measurement guidelines seemed to contradict each other and new advice popped up daily. But we still had to explain to our clients why we thought creating a Facebook group, a blog, a Twitter profile or a YouTube channel would help reach their business objectives. So we measured what we could.

We measured how many followers signed up for their Twitter feed, how many comments posted to a blog entry or how web traffic ebbed or flowed when we had blog posts, tweets and status updates linking to a particular page. Good numbers, right? But while the numbers can represent one kind of success, the real measure of social media is engagement and relationships.

As I explain to executives, university students, nonprofits (whoever asks me to talk about one of my favorite subjects), social media is about sharing, connecting, conversation, a dialogue. So does measuring the number of Twitter followers show engagement? How about when you take the auto-follow bots out? Of course not. It’s time for real social media measurement.

That’s why I’m so exciting a social media measurement guru is coming to the PRSA Tar Heel chapter’s monthly meeting next Tuesday. KD Paine has been measuring PR and communications for two decades. I started following her on Twitter a little while ago, reading her blog and catching some of her presentations from other communications conventions. Here are the explanations I’ve been looking for. Let me link you to two:

On Tuesday, Paine’s talk at the Greensboro-High Point Airport Marriott is called “Yes You CAN Measure Social Media”. For a nominal fee, which also buys your lunch and allows you to network with other communications professionals, you can soak up all the smart measurement advice Paine can dish out. Register here.

There’s a Chinese saying: “May you live in interesting times.” It can be both a blessing and a curse. But as public relations professionals we are living through VERY interesting times. Not only is the economy doing its rollercoaster ride, but we are watching print and broadcast journalism change before our eyes, bad pitches held up to public ridicule, and the whirlwind 24/7 news cycle spin even faster through social media’s instantaneous updates and live feeds.

Social media is a new communications tool with a big impact on our profession. Know how and when to use it, and how to measure it when we do, can help us. And we CAN measure it. Look for me at the Marriott on Tuesday!

It’s such an honor to be nominated …

You hear celebrities say that all the time in the mad rush up to the Gold Globes/SAG/BAFTA/Academy Awards ceremonies, and you wonder if they really mean it. Well, I may never walk the red carpet outside the Kodak Theatre, but I can tell you it’s an honor for your work to be nominated for an award.

Two weeks ago, my agency downsized and I held one of the positions that was eliminated. The week after that, I learned the campaign I led was a finalist for the PRSA Silver Anvil awards. Even though I won’t be going to the ceremony and may never get to actually touch the award, I can tell you the honor feels like an Oscar already on my mantle.

And just this morning, the same campaign was named one of five finalists for the Silver SABRE award. I’m really overwhelmed. There are judges in New York who are impressed with my work.

I won’t turn this post into a Sally Field moment:

but I’m awfully pleased and excited. It’ll be hard to wait for May 12 and June 4 to find out what happens at the awards ceremonies. But I don’t think it will be as hard as finding a new job in one of the four states with the highest unemployment due to the economy.

But they say those big movie awards usually open doors for those who win and sometimes for those who are just nominated. I wonder what this will do for me in these uncertain times?

Feeling All Red, White and Blue. And Sometimes Pink.

So we’ve been enjoying the Olympics at my house. We cheered on Michael Phelps and the U.S. swim team who destroyed so many records. I stayed up WAAAY too late to watch gymnastics, both men’s and women’s team competitions. And then the all-around. I know it was an individual competition, but I still wish Nastia Luikin had worn a red/white/blue leotard instead of a pink one. But I cheered for her anyway — she makes the sport look graceful in addition to strong and plucky.

But the judging seems all wacky. Disclaimer: aside from cartwheels, backbends, and the occasional handspring (front only, I was never able to do a back handspring) I know nothing personally about gymnastics. I’m the armchair gymnast (like an armchair quarterback, you know) who relies on the commentators for information. But I have been watching gymnastics since about 1973. It’s like art. I know what I like. I know when there are mistakes even before the commentators say, “Ooooo, slight bobble there. That’s a one-tenth deduction.”

So when a Chinese gymnast went down On. Her. Knees. during NBC’s not quite live gymnastics coverage of the individual vault competition, you’d think she would score less than a U.S. gymnast who had done a perfect vault with a very similar start value. (Start value. See, I could be a color commentator!)

Yeah. No. She actually scored better than the U.S. gymnast (Alicia Sacramone in this case.) who got bumped down to 4th. No medal.

In all fairness, it wasn’t that gymnast who bumped her to fourth. It was 33-year-old Oksana Chusovitina who bumped her to third. Then a Romanian gymnast bumped Oksana to silver.

While I feel bad for Alicia, I’m totally psyched for all the thirty and forty-somethings who are medaling. Can you believe a 33 year old woman just medaled in gymnastics? This is a sport where 19 year old women are considered almost too old, and there are many rumors about the underage Chinese gymnastics team. If they are true, Oksana is almost two decades older than some of her competition. And Oksana’s story — a Ukranian competing for Germany — just melts my Mommy heart.

My husband isn’t as interested in gymnastics as I am. He feels the same way about ice skating because both sports are judged, which is really subjective. Kind of like trying to get hired or evaluated in TV news … but I digress. He’s been totally into the swimming.

He’s even been DVR-ing some of Phelp’s races so he can see just how close the finishes are. I missed the one he won by one one-hundreth of a second, and he played it back for me. And again.

The PR pro in me just ate up all of Michael Phelp’s interviews. Both him and his mom. I know they have been in the spotlight for a while, and they are used to all the media attention. But boy, they handle it like pros. If they got media training — it was really GOOD media training. But I think, deep down, that they have the right personalities for these interviews. That kind of sincerity is really hard to fake. And during the Olympics, fake isn’t fun.