I’ve got a serious case of hoops fever these days. Whether or not my beloved Badgers go all the way (u-rah-rah, Wisconsin!), I’ll be glued to the tube to witness all the surprises that are in store during the championship title run. However, the “Big Dance” delivers more than just entertainment. It also provides some important business lessons. Here are the “Final Four” March Madness tips that could benefit your company’s daily operations.

1. Have a Game Plan. Just like in basketball, effective business communication requires a solid game plan and coordination. What are your marketing goals and overall objectives? Is there consistency in the brand messaging, logo, website and communications materials? Do all the players in your organization know the basics and work well as a team?To maintain the right public image and get the intended message to internal and external audiences, you need a well-researched and logical roadmap that sets measurable objectives, deadlines and responsibilities. This type of planning can be the difference between public relations success or disaster due to misinterpreted information.
2. Slow and steady does not usually win the game. In basketball, quickness counts. The same goes in business communications. In today’s cluttered world, people’s receptivity to your message can change in just a few hours. Timeliness is a powerful tool, so you have to be ready to strike when the opportunity presents itself. For example, you can connect your message to breaking news and trends or observances to drive brand interest and value. You can post to Facebook when you know your audience is most active there. If you’re looking to reach an audience, it’s important to be in the right place at the right time. Your marketing message will resonate with more people and prompt more action.
3. Be ready to bust out the surprise play. The road to the national championship game can be filled with upsets and surprises, such as a buzzer-beating shot from a Cinderella team. While consistency in branding and communications is crucial, there are times when the element of surprise – such as a quirky story pitch or bold marketing campaign – can have the same impact. It’s okay to do something different to grab attention. Consider creating a guerilla marketing campaign that might create massive buzz around your brand, or piggyback on an entertaining Internet meme. Find new and creative ways to promote your business by breathing life into your communications efforts.
4. It’s okay to showboat. Remember that insane dunk or half-court shot? In many cases, the flashier the move, the more memorable it is to the masses. In business, it can also pay to flaunt your capabilities. Whether it’s an award, a feature article about your company or a quote in an industry publication that positions you as a thought leader, make sure to share that achievement with employees, customers, stakeholders and more. Post a link of positive coverage to your personal LinkedIn page and the company’s page, if appropriate. Compile an ongoing roundup of “greatest hits” and email them directly to important constituents. If you’re not leveraging this type of news, you’re missing out on the opportunity to raise your company’s profile.

At the end of the day, talent is no guarantee of success. You have to work hard every day – and constantly learn to improve, adjust and innovate – for a shot at ongoing success. Happy March Madness, and may [insert your favorite team here] win…as long as they don’t beat Wisconsin.

The Internet has fundamentally changed the way that buyers and sellers interact in the marketplace. E-commerce sites make it easy to comparison shop and purchase, while crowd-sourced online review sites help customers make more informed buying decisions. As a result, reviews – both good and bad – spread faster and reach more people than ever before. Business owners will typically find that positive user-generated content adds credibility and provides the chance to interact with customers. On the flip side, unhappy customers are often quick to voice their displeasure on websites and social channels, and negative reviews can quickly take a bite out of sales.

According to a 2011 BrightLocal survey, approximately 70 percent of consumers use the Internet to find local business, and nearly all of those read online reviews when deciding which business to patronize. In addition, an overwhelming 86 percent of respondents claim online reviews influenced their decision – so they clearly carry a lot of weight. The question is: how should businesses deal with them?

Join the conversation: If your business or site has no customer feedback, reviews or testimonials, you may be viewed as less trustworthy than the competition. Make sure your company is listed on the major search engines and solicit customers for help promoting it on Google, Yelp, Bing and other key sites.

Face the negative: If you find your business being disparaged, the best approach is to respond quickly, publicly and in an accommodating manner. Don’t lash out against the criticism; use the opportunity to minimize problems and resolve issues. Negative reviews are by no means fun, but they can be an effective way to win over critics. By showing accountability and attempting to solve the problem, you’re giving potential (and existing) customers more reason to trust you. If people walk away from a discussion pleased with your response, they are more likely to have a better impression of your brand.

Don’t be so fake: According to Gartner, as many as 10 to 15 percent of social media reviews will be fake by 2014. Instead of honest customer reviews, praise and feedback, we’ll unfortunately see a growing number of professionally-paid for reviews. These might come from a company trying to bash a competitor or a business trying to boost its own profile by posting glowing reviews. Remember, reviews are all about public perception – and the public can pick up pretty quickly on phony feedback. Should you attempt to improve your own reputation through positive anonymous reviews, it could come back to haunt you. Therefore, transparency is paramount. On the other hand, if you see a review bashing your business that you know is erroneous or fake, contact the administrators of the review site with details. Sites like Yelp, TripAdvisor and Insider Pages have been known to delete a false review with enough proof.

Customer feedback is incredibly important for any business looking to be successful, and online reviews are increasingly valuable. Get in the game now. How you manage your online reputation can help make the difference between five-star success and one-star failure.

It’s a lesson some Olympic athletes have learned the hard way. Last month, the Hellenic Olympic Committee banned Papachristou from participating in the games for posting an offensive comment about African immigrants on Twitter. And after his team lost to South Korea, Swiss soccer player Michel Morganella came under fire for his racist tweets targeting South Koreans. These types of social media gaffes are not limited to just athletes and celebrities. Earlier this year, Starbucks apologized for a tweet that asked the coffee giant’s Irish followers what makes them “proud to be British.” Oops. And when Twitter user @theconnor was offered a job at Cisco, she immediately posted this gem: “Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” That choice was made for her when a company representative saw the tweet and the job offer was pulled.

With more than 140 million active users and an average of 340 million tweets each day, Twitter has begun to play a key role in shaping company marketing strategies and providing a channel for businesses to interact with and receive feedback from their targets. At the same time, Twitter has taken a toll on some corporations who struggled to recover from tweet-related mishaps.

Here are a few things to keep in mind as you’re pulling together a Twitter strategy for your business:

• Follow Twitter etiquette. As my colleague pointed out in a previous post, it’s important to be considerate, thank someone if you feel like you ought to thank them, engage followers in a conversation, but – most importantly – tweet them the way you want to be tweeted.
• Mix it up. Don’t just plug your company or product’s services. Contribute to the online conversation and tweet quality content that followers would want to read and share. After all, simple, thoughtful interaction is much more effective than an aggressive hunt for compliments and conversation.
• Personalize the page. When used correctly, Twitter can help build relationships with a broad audience. This type of connection is more possible if you personalize the page with your own photo, bio or company logo.
• Don’t court controversy. Avoid hot-button topics such as politics, religion and race. There is a time and a place to discuss these types of issues, and it’s not on a company’s social media feed.
• Own up to your mistakes. If you do tweet something offensive or erroneous, respond quickly and accept responsibility. Issue an apology if needed, and connect with those affected. When an American Red Cross employee accidentally tweeted a beer-related post to the charity’s Twitter account last year, rather than to her personal account, it could have proved problematic until Red Cross responded with enough humor to inspire a slew of web donations. A timely tweet may not solve your crisis, but it can help minimize the damage.

Remember, just like the old advice “think before you speak,” you should also think before you tweet. The wide reach of Twitter can prove extremely beneficial – or extremely devastating – to business. Whether you’re trying to stir the pot or just be funny, sarcasm and humor isn’t always apparent on social media channels. One insensitive remark could wreak havoc on your bottom line, so take the appropriate steps to avoid controversy and protect your online reputation.

ARRRRGH!

Sadly enough, this doesn’t seem to be a passing fad. According to a recent poll of high school educators, 54 percent of those surveyed claim the “mobile phone text message language” is now creeping into teenagers’ schoolwork. Even worse, a few years ago New Zealand officials allegedly began allowing high school students to use “text speak” in their written national exams. A local newspaper provided some tongue-in-cheek (I think) examples; “We shal fite dem on d beaches” (Sir Winston Churchill) and “2b or nt 2b” (Shakespeare’s Hamlet). Yikes.

Look, I get it. We now live in an increasingly online world that’s populated with buzzwords, acronyms and slang. However, as someone who specializes in communications, I can’t stress how important it is to act and portray the image of a professional, regardless of your chosen field. And that goes for your writing. Experts warn that “casual communication” like text message lingo, instant message abbreviations, emoticons or even a quickly dashed off (and often misspelled) message from your iPhone or BlackBerry can shatter your chances of landing a new customer, making a potential sale or winning a certain position. While clients may forgive the occasional typo, frequent mistakes and ongoing casual communication could give them the idea that you’re sloppy or not to be taken seriously – and those types of misunderstandings can be costly when it comes to business. As one of my colleagues recently pointed out, people should try being more direct, use plain language and be clear when communicating.

Remember, there is a time and place for casual chatter. At the end of the day, customers are not your friends, so save the LOLs for a non-work acquaintance. You don’t know what might annoy someone, so the best plan is to keep it formal and professional. Craft thoughtful sentences and support your written communications with a polished verbal or personal presentation.

U can thnk me 4 this advice l8tr.

Here are a few more examples of the most hated “text talk” lingo, courtesy of a lunchtime poll of my colleagues.

• “Perf” instead of perfect. I don’t know why, but it bothers me.
• In emails, anything that has a hashtag annoys me. #lame
• LOL. Also: vacay and ROFL.
• Please spell out “pls” and “thx.” Thanks.
• In speech, I think “B.T. dubs” drives me slightly insane.

Bad idea.

In the case of H&M, the uproar is related to a graphic on several of their home products that look virtually identical to a street sign Tori LaConsay painted in her old Atlanta neighborhood. The situation probably could have been defused following an apology and appropriate compensation. Instead, the Swedish retail giant’s customer service department responded to the designer’s initial inquiry with this statement:  “We employ an independent team of over 100 designers. We can assure you that this design has not been influenced by your work and that no copyright has been infringed.”

Needless to say, once news of the flip response spread, social media blew up – with hundreds of angry messages cluttering H&M’s Facebook page. Although many of the critical posts were initially removed and ignored, mounting criticism caused H&M to eventually reverse course, reaching out to the designer and posting carefully worded messages on their social media outlets.

When it comes to Claire’s, irate tweets about the company began trending on Twitter after British design team Tatty Devine pointed out the store’s copycat designs.  So far, the tween mall mainstay has kept quiet over the social backlash, deleting critical Facebook posts and blocking users who complain. But it’s clear this “head in the sand” approach to crisis management is not doing them any favors. In fact, their response actually generated more criticism, with popular bloggers and news outlets blasting the ham-handed PR response.

The fact is, social media allows news – both good and bad – to spread faster and reach more people than ever before. Unhappy customers are quick to voice their displeasure on Twitter and Facebook, so companies cannot afford to ignore the conversations that are happening — especially when said discussion is negatively focused in their direction.

So if you find your business being disparaged in a social forum, the best approach is to respond quickly, publicly and in an accommodating manner. Don’t lash out against the criticism; use the opportunity to minimize problems and resolve issues. If people walk away from a discussion pleased with your response, they are more likely to have a better impression of your brand.

In other depressing news, consumer intelligence blog Frugal Dad recently released a new infographic, “You are what you Tweet: 2011 in Review.” The graphic illustrates our most heavily shared social media topics of the year. Here are a few of the highlights:

• The most important event of the year came courtesy of Beyonce’s pregnancy reveal at the MTV Movie Awards. That moment received more tweets per second than the raid on Osama bin Laden or the earthquake and tsunami in Japan.
• Justin Bieber is the most important person of the year, averaging more than five million retweets. Compare that to President Obama, who only typically averages about 250,000 retweets.
• If Facebook were the news, Charlie Sheen would reign as most important person of the year. His “story” was more viral than Gabrielle Giffords surviving a shooting – he received two million “likes” on Facebook, while the congresswoman garnered 84,000.
• Rebecca Black’s notoriously awful music video “Friday” received 167 million views, which is nearly triple the amount of views Obama’s speech on bin Laden’s death received.

Yikes.

So just what does that social media profile say about us? Why do we pay more attention to tween singers and #tigerblood than the Middle East uprising, the U.S. debt crisis and natural disasters? In defense of American social media habits, experts say that lighter, trivial topics provide relief from heavy news – and it’s apparent that social media has become another way to cope.

Even though Twitter and Facebook don’t always provide news of the highest possible value, one thing has become increasingly clear: thanks to the continued growth of these types of social media outlets, news – both good and bad – spreads faster and reaches more people than ever. And from a professional standpoint, that’s pretty exciting. It elevates the role of the PR pros and communicators in charge of managing the conversation.

This year, I predict social media will continue to define communications strategies and that PR professionals will discover exciting new ways to disseminate messages. In this ever-evolving digital age, people are watching and listening more than ever. The speed at which these messages move just means we will have to be creative and proactive in enhancing – and protecting – our clients’ reputations.

I feel better already. Bring it on, 2012!

New research seems to reveal that instead of generating an inactive lifestyle, much like television’s link to the couch potato, social media channels such as Twitter and Facebook may be driving people into new forms of fitness activities. The recently released study by the Sporting Goods Manufacturers Association and Association of Fitness Industry Retailers and Manufacturers shows that social networking and Generation Y’s focus on technology is having a dramatic impact on American fitness trends, generating significant increases in participation in high impact aerobics, step, group stationary cycling and more.

“Generation Y is probably in closer communication with its peers than any other group in history,” said SGMA’s President & CEO Tom Cove, in a prepared statement. “People in their early 20s to early 30s are using social media on all levels and at all times. One of the by-products of this steady communication is the surge in popularity of group exercise classes among Generation Y. Group cycling, step aerobics and dance to music classes are all very popular.”

But it’s not just about physical fitness. Mobile apps are proving to be a major influence in various aspects of daily life. We now use our smartphones to check restaurant reviews, update our Fantasy Football lineups, count calories, clip coupons, learn new languages and search for real estate. Just last month, Cookerly Public Relations, in partnership with Vert Mobile, created an innovative mobile resource to help Georgians deal with emergencies. Launched on behalf of our client, the Georgia Emergency Management Agency/Homeland Security (GEMA), the Ready Georgia mobile app gives state residents a new way to prepare, plan and stay informed for emergencies. From geo-located weather alerts to customizable emergency plans to live maps of open shelter locations, people can access a variety of features never before available in one mobile application.

In today’s landscape of constantly-evolving technology, mobile apps not only allow us to stay in touch with work, friends and family, they also create new expectations for how we can stay abreast of issues happening in our fields of professional and personal interest. And for those in the Public Relations industry, mobile apps might provide another opportunity to reach people throughout the day, sometimes more effectively than through online or television/print/radio pitching or advertising.

According to statistics, nearly two-thirds of online Americans use social media and one out of three Americans update their Facebook status or post tweets at least once each week.  And when it comes to the modern workplace, social networking and bookmarking sites, blogs, wikis, forums and RSS feeds have played a big role in the ability to raise awareness of a message, brand or event.  By utilizing these types of Web 2.0 technologies, it’s easier than ever to plan and promote meetings of all sizes.

Here are some ways to tap into social media channels to boost attendance at your next event.

Friend me on Facebook: Networking has always been a key factor in business operation and success. As audiences become more web-savvy, social networking sites such as Facebook, LinkedIn and MySpace have begun to play a larger role in corporate marketing efforts. Create an “event” page featuring detailed information on the location, time, purpose and any requirements, and invite whoever you wish to attend. Event pages can be powerful marketing tools because they can increase your event roster by allowing possible attendees to discover who else will be attending. To gain the most benefit from these event pages, provide several options for attendees to interact by offering comment threads and polls.

How tweet it is: Twitter provides the opportunity to raise awareness of your event in 140 characters or less – shorter than a typical elevator speech. Prior to any gathering, you can drum up interest by sharing engaging and fun content, posting contests and encouraging followers to to register for the event by offering early bird discounts, invites to private parties or other rewards. During the event, an active Twitter stream can help engage attendees, while simultaneously including those that could not participate.

A link to other professionals: LinkedIn is essentially Facebook for the professional community. Although you can set up public groups, LinkedIn is more about connecting with others in your field or industry. Even simply using LinkedIn among members of a single department might give colleagues a chance to discuss problems, share ideas and learn about upcoming events.

It’s time to Foursquare: Location-based applications – Foursquare being the most prominent – have been described as the next big thing in social media. Encourage attendees to check in through these services when they arrive on the day of the event. You can then reward them for checking in at different stations, panels, or activities, with items such as a free hamburger or a gift card. These attendee check-ins can help generate social media buzz throughout the event.

Leverage YouTube: Consider recording videos at your event and posting them to your YouTube channel and other social mediums. A simple Flip camera or smart phone can provide great footage that can later be leveraged for future social content and sales materials.

By using these social media channels, you can quickly and easily connect with people planning to attend your event and provide constant reminders up until the day of the gathering and beyond.