A piece of editorial and onslaught of social media nudging recently had me concerned about what my Klout score said about my job performance. In most PR roles, social media takes up an increasingly large slice of the public relations pie. We’re expected to know how to build communities and protect reputations anyways, so it makes sense to understand the tools available to do so online, whether or not we’re the ones executing social web programs.

But what if Klout score was tied to things like salary increases, bonuses, vacation time and other “benefits” a worker has to earn? In a community manager or social media strategist role, it makes sense, but for PR, it can misdirect focus and compel people to look for ways to “game” the system to build a higher Klout score artificially.  Social media is important, but when inflating a mysterious social web algorithm makes us deviate from what we know and do best, it’s counterproductive.

I’m fortunate to have a boss who appreciates talents and work that isn’t quantified by a third party web program. But as we fight to prove the ROI of our tweets and status updates, it’s important to remember that meaningful communication and productivity in the eyes of our employer and clients is the end goal, not an aplusk-esque Klout score.

Mom taught me many things, but a few that stuck were: work hard, avoid regret and jealousy and don’t let third party algorithms affect your self-esteem. Klout can be a useful tool to gauge your influence, but if your influence is better leveraged outside social web channels, the score is not as important as the ROI you get personally and professionally out of using social media.  Thanks Ma!

@PRnick

As dealers struggle to rebound during these challenging economic times, Caster has developed a Dealer PR Initiative package which allows dealers around the country to promote themselves through public relations, social media, promotional activities, events, and supportive activities. Programs can be paired with Caster clients including companies like Control4, Runco, Paradigm, Surgex and more to maximize regional benefits from products launched by national manufacturers. If you are an intergator who sells home automation, home theater, speakers, remote controls or is adding energy mangement solutions to your offerings, we cnahelp you tell you story.

This program allows for a reasonable budget to help you create the local marketing campaign to message your business to your target market.

1. Development of regional press list
   1. The media is how you can tell your story to your customers.
   2. Media lists will be built using Caster’s proprietary database targeting media in your regional working area.
2. Website review
   1. Caster will review your website and provide suggestions, guidance and even copy writing support to make sure your site is on message and maximizing your searchability through the use of key word optimization
   2. Adding links to key industry and design/home sites
   3. Adding links for Facebook, Twitter, LinkedIn, Flickr, YouTube
3. Press Releases
   1. One press release per quarter either on projects you are undertaking or in cooperation with one of your key manufacturers. As they launch a product, with their permission, modifying the release to invite media to see it in your area, adding a quote and contact information to localize the press.
   2. Caster will draft all copy, edit, gain approvals and even work with manufacturer partners to streamline this process for maximum success.
   3. Distribute this release to regional list. Distribution cost are an addition $.20 per contact.
4. Award Entries
   1. Local, regional, national, or industry awards ranging from CEDIA Lifestyles to Mark of Excellence.
   2. Caster will work with you to draft, coordinate customer releases, photos, budgets, etc.
5. Case Studies
   1. Your portfolio sells your work and is the best way to tell your story. Caster will draft one new case study per quarter and pitch the case study for media coverage to regional and national media.
   2. Caster can also create case study templates for you to use to show customers.
6. Social Media
   1. Caster will provide you and your staff a session on what social media is, how to use it to talk with your customers, your reps, your vendors and key media influencers.
   2. We will help you find your voice.
   3. We will help you understand who to follow and how to get followers (or Fans/Likes)
   4. We will help your create dialogue
   5. We will manage and implement your program.
7. Media Outreach
   1. Caster will work with  the media to offer you as an industry and regional expert.
   2. We will provide media training
   3. We will draft a bio for pitching you.
   4. We will implement media outreach to find opportunities for company mentions, quotes, photos and general opportunities.

Our PR approach is not about a single vehicle communication strategy. We have learned that every market is comprised of many niche markets. Customers congregate around highly personalized special interests which are their communities.  Our process will include community building through varying degrees of social media, grass roots, viral, and traditional PR tools. Our goal will be to generate a strategic campaign and implement tactical elements that build real results for dealers in their local areas.

Contact Kimberly Lancaster [ klancaster {at} castercomm.com ] at Caster Communications for more information.

Victoria McGill Enterprises (VME, Inc), the developer, manufacturer, and marketer of EyeDefining contour strips, recently announced the signing of Caster Communications, Inc. as its public relations agency. Caster has initiated a national PR campaign to generate awareness for Victoria McGill and its products.  

“We are very excited to have Caster Communications as our PR firm,” said Victoria McGill, CEO. “We trust Caster has the knowledge and experience to help Victoria McGill Enterprises become a well-known brand for consumers.”

Based in San Francisco, CA Victoria McGill EyeDefining contour strips are patented adhesive strips, designed to discreetly tuck and secure upper eyelid skin to instantly recreate prominent, youthful eyes. Made with medical-grade materials, EyeDefining contour strips correct upper eyelid skin droop and make the eyes and eyelashes more visible. Designed to fit in your natural crease and colored bare to match most eyelid tones, the strips are easy to apply and comfortable to wear. Eye make-up can be applied directly over the strip, making it virtually invisible.

The PR campaign will be an integrated approach of social networking, sampling, product reviews, influencer testimonials, product placements and media outreach to introduce a new product category in the health & beauty industry, build brand awareness and drive adoption. 

Caster Communications has the ability to leverage their resources and competencies from one client to another and intends to capitalize on its knowledge and resources in targeting females who want to make their eyes look younger to build a community for Victoria McGill. Caster provides public relations and marketing services through its traditional PR strategies along with the belief in strong social media campaigns. “As companies struggle to be a part of the online conversation, we help our clients be heard,” said Caster’s President Kimberly Lancaster.  “As companies look through their marketing budgets in 2010 and beyond, they are realizing the investment in social networking programs is a new, critical element, but not at the forfeiture of current programs. VME knew Caster was the right team when we not only understood what they were trying to do but presented the right ideas and budgets to get it done.”

For more information about Victoria McGill, visit www.VictoriaMcGill.com or for more info about Caster go to www.CasterComm.com