Each morning when I wake up, read an interesting article and want to share it with my social community I begin to hyperventilate (not actually … yet … but I think its coming). The countless options I currently have to participate in the social world are beginning to create an anxiety problem. Should I Tweet or Facebook or Buzz … and enter paper bag.  It made me wonder – with a new social networking site popping up each month and workloads increased thanks to the rough economy, will brands and their key executives take a step back from social media in fear they will not be able to communicate effectively? Maybe not just yet but we are on that path.

So what can executives do to not exhaust themselves in the social space but still have a significant presence in order to build business connections in the social world? Here are some not so difficult tips, some of which have been touched on previously, to get you on your way:

• Start small – choose one platform to be a part of and commit to building your presence on there first, before jumping on one or more new platforms

• Choose the platform that is best for your business – it maybe better for you to use LinkedIn to reach your audience, as opposed to Twitter. Weigh your options on what platform will help you build your business best and commit to it.

• Develop a strategy! Creating a strategy is essential for any foray into the social space. Participating in a social networking site half-heartedly and without a particular goal in mind is a waste of your time and the businesses money.

• If you want business stick to the business – As a brand or business don’t join a network just to tell people what you had for lunch or about how your commute to work was awful. If you are going to use a social networking site for business make sure you be a thought leader in your industry and talk BUSINESS!

• Develop a timeline and stick to it! If you set a goal for yourself on how much time you will dedicate to being an active member of the social community each day and stick to it you will slowly but surely see the positives of social networking.

• It’s ok to ask for help! Although most executives would like to think they are super heroes the reality is we are all human. If you don’t think you are going to be able to find time to meet your goal – ask a colleague to help you out, or “guest post” on your behalf. It’s not a crime if you are open with your followers.

Social media has quickly becoming an everyday part of our lives. In an effort to avoid social burnout start slow, move at your own pace and eventually you will reap the benefits of social media in the business world.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

I hate that one of my first official blog posts on this site has to do with the fact that I am admitting defeat. Less than a month ago I wrote on the proper way to bid farewell a job, boss, and fellow colleagues before making my way to a new position, in a new firm where I wanted nothing more than to be the success I previously was.

There is a great statement: life doesn’t always turn out the way you plan. Less than a month after making my move to my new agency I decided the culture and environment was not for me, and I made the decision to call it quits. That’s right, call it quits–with no job, no future opportunities and a nice hefty mortgage to pay.

Remember that post way back on January 14 where I said don’t burn your bridges? Luckily, for once in my life I listened to myself and kept an open contact with former bosses, colleagues, and friends in the industry. The morning after I quit I reached out to each of them, discussing my current decision and seeing if they knew of any opportunities in the industry. It was my own little HAPPO (which I plan on participating in!) and my network of contacts was more than happy to connect with me and help me out.

One of the first people I reached out to was my former boss at my most recent place of employment, STC Associates. I wrote a concise email to Sophie telling her the situation, explaining that I was making the decision that was best for my career and my mental health. I also admitted my fault in the situation, which before last week I would have NEVER done. Was it a pride thing? Probably. I don’t like to admit when I am wrong but I was about to quickly learn that eating a crow actually gains respect from the place/person you wronged. So that is exactly what I did–sucked it up and choked down some bird.

The result? My former boss was willing to open her door back up to me and offer me a freelance position at STC Associates. You can imagine I felt all of two inches tall–here I had gone and left the place that had practically raised me in this business and now, after I had jumped ship rather quickly, STC and Sophie were more than willing to take me back. Was I actually THIS lucky?! Not only did I keep a bridge intact, but I pushed my bruised ego to the backburner which allowed me to realize that there ARE people out there who truly want to see me succeed in my career.

In addition to STC, MANY of my AMAZING former colleagues in the public relations industry have been reaching out to me, connecting me with recruiters and friends who are looking to hire or even offer me an opportunity to freelance with them. It wasn’t until I was in desperate need did I understand the full strength of my personal “network” and the importance of keeping your bridges intact in this industry. (Woohoo–for once I practiced what I preached!)

Thanks to the amazing phenomenon knows as social media, my network is continuing to grow. PR pros in this industry are constantly posting new job opportunities on Twitter, offering advice on LinkedIn, and most recently an awesome group of social media geniuses developed Help A PR Pro Out, a program that is designed to connect PR job seekers with employers looking for top talent.  I certainly will be participating on February 19 and hope all those in my position would consider doing the same!

Now, I am not trying to be a preacher–I am just saying that at any age, at any point in your career, you can “go home again” if you are willing to show some vulnerability. Being vulnerable might not be for everyone in this business but showing that I am not super-human has helped me get back on track. And in truth, crow is really not as gamey as I thought it would be.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Did I really just Google “resignation” letters?! Four years, six months and 19 days after stepping foot in the doors of STC Associates I was making the choice to accept an opportunity at a new agency. At the same time I would be saying goodbye to the place I’ve called home for nearly a fifth of my life … and continue to work there as a technical employee until my “notice” was complete.

The minute you resign the balance of power shifts. You are no longer in need of the job (I encourage you quit when you have a job or a back up plan – but hey to each his own!) and any work you do is out of respect for the practice of giving notice. So while I was waiting around to be “free at last” I thought is it even possible to make a graceful exit after uttering the words “I
quit?”

Luckily the answer is yes – I just had to keep in mind a few simple tips:

• Make sure you tell your boss first before you tell any other person in the office. Sure, you should consult a mentor or colleague in the industry but it is best to keep the news between you and the boss before posting it on the front page of the New York Times.

• Keep your bridges intact! Sometimes it is impossible to take these things personally. My resignation had nothing to do with my boss; it was about my desire to try something new. But lets face it in life not every new place is happiness and marshmallows – there may come a time when you need that bosses help again.

• The time post resignation is not a Caribbean vacation – so don’t treat it that way.  You are still a paid employee of the company and should treat the team you are leaving with respect. (Now I am not going to say I followed my own advice here! Some of my co-workers thought a 4 hour lunch on my second to last day was absolutely necessary)

• Treat the exit interview as you did your first job interview – with class. Although the company allows you the opportunity to “air your grievances” upon your departure it is really no need to bad mouth everyone and their mother. First of all it won’t change your experience and 9 times out of 10 it won’t change the way your employer does things in the future. So smile, say thanks and move on to your next big thing.

These are my own personal opinions on what I tried to do to make my time of “transition” smooth. Why did I choose this path? Maybe so there is no awkward feelings when I come to meet former colleagues for drinks, or if I need to make a return to the office for one reason or another, OR because STC Associates put on some AMAZING holiday parties and I want to be invited back!

In truth it was my attempt to remain “classy” because the past five years had been the most amazing ride of my life. I was afforded the opportunity to work with some incredibly talented men and women, was allowed the chance to travel the globe to represent our agency to clients and when times were tough chose to keep me as an employee in the worst recession I’ve seen in my career.

I really did LOVE my time with STC Associates and know they will continue to shine long after the “KreeBeau” star has faded. So where am I now? Affect Strategies – an awesome group of men and women expecting the same thing STC Associates did – success! Now I’m just looking forward to delivering!

Kristen Massaro is an Account Supervisor for Affect Strategies in New York City. Having spent seven years in the communications and PR world, Kristen has a passion for non-profit public relations and is currently in the process of starting her own non-profit, the Fearless Heart Fund, which was inspired by her 2 year old goddaughter who received a heart transplant in 2008. As a born and raised NYer, Kristen loves her puppy Alfie nearly as much as the Yankee infield.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

A ways back when I was a wee little PR minion at my first agency I scored a TIME Magazine exclusive for a client early on in my tenure. My boss was pleased, the client was ecstatic and I thought I might just have the knack to make public relations a career.

One afternoon the CEO of the agency was making his way through the halls and stopped outside my boss’s office, which was a mere 30 feet from mine, and congratulated her on the great media success for our client recently featured in TIME. Naturally, my ears perked up, and I expected to hear my boss take the compliment and move on with the day. Instead my boss, the great Anne (whom I’m coming to reference far too often on this blog!) told the CEO – “hey the person you should congratulate is Kristen, she has gotten some big hits for them lately.” Up until this point I was sure the CEO did not know I existed. He turned around, told me keep up the good work and moved along.

When the CEO was gone I thanked Anne for the recognition and told her she didn’t need to give me the praise for the coverage, we were a team. She said “Kid, it’s like Vidal Sassoon said; if you don’t look good, I don’t look good.”

I wish I could say that I have had multiple experiences like that day with Anne, but the truth is I have found credit tends to be hoarded and in the end it not only hurts the individual employee, it hurts the overall team.

I feel like there were three solid lessons that came from Anne’s statement that day which have sustained me in the years since working in this business with both my managers and the employees I was in charge of managing.

1. Managers like Anne are one in a million, most love taking credit, and I wanted to strive to be like her to have that effect on someone else in the future
2. I like getting credit for work I am truly proud of – no matter how much I blushed that day when the CEO congratulated me
3. Team members need encouragement to know they are doing a good job and giving them props for good work can change their outlook/view on a job

As I saw other managers take credit for stellar work either I or my colleagues completed I got fired up. I didn’t understand how it is illegal to plagiarize content yet a “boss” can take your intellectual property or success and blatantly claim it as their own? Where was the happy medium?!

I found that answer when I was bestowed the honor of becoming a manager I made it a point to give props to those who earned them. I have noticed that when you give credit to the person who has done phenomenal work for your team as a whole that person will want to work even harder to please you and the “big guys” in your business. It is also my great hope to leave the same mark on them as Anne left on me, so when they make the step to manager they will remember the Vidal Sassoon motto and remember there is no “I” in TEAM.

So what has your experience been and how have you handled it? Managers – do you see a difference in your employees when you acknowledge their hard work or do you feel it is part of the growing pains of the business for the “cogs” (no pun intended Cog) to earn their credit – and place – as they grow in their careers?  Team members – how do you feel when someone takes credit for the work you do and how do you handle it?

Kristen Massaro, a born and raised NYC-ite, has worked in the agency world for a little over six years, focusing on public relations, communications and branding. With a love for volunteering all over the globe, Kristen has a passion for non-profit PR and is currently in the process of starting her own non-profit, the Fearless Heart Fund, which was inspired by her 2 year old goddaughter who received a heart transplant in 2008. Now that the winter months upon us, Kristen spends her disappearing spare time vegetating in front of the TV watching basic cable Christmas movies and online holiday shopping.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Dear Oprah,

Today I’m not thinking like a PR flack, who was never able to get a single product past Adam Glassman’s assistant (thanks by the way for helping me grow that hard PR shell rejection after rejection), I’m thinking like the 4 year old girl who sat down one September day with my mom and there you were – ready to change my world!

Now I must ask – when you made this announcement did you think of me … I mean the rest of us? What will I use as a reference for book club? Who will introduce me to a new doctor who will scare the bejesus out of me each Tuesday leaving me convinced I have a tape worm and a brain tumor? Where will Tom Cruise show off the crazy? When will I know if I’m having an “ah-ha” moment? And most importantly WHO will tell me what my favorite things are going to be this season?!?!

I always thought I would have my children continue the obsession your show … once I tricked a man into marrying me of course (you never did a show on that!) … and now you’ve gone and given me a deadline.

Still distraught,

Kristen

Remember in 5^th grade when your teacher told you there were NO stupid ideas? While I thought Ms. Goldfeder was trying to make the kid feel better we all laughed (read: ME!), I had NO idea that statement would turn out to be the best advice I could apply to the business world.

It’s no big secret that the US is in one of the worst recessions of our lifetime. And while every other person I knew became victims of cut-backs, my job seemed to be bulletproof. Our agency worked hard and the clients were happy, all was right in “Wonderland.” Of course with the state of the economy, the nagging thought was always in the back of my mind – if the client cut back I would be on the chopping block.

Less than a month later my nagging thought became a reality. Instead of waiting for the axe to drop and my walking papers to be signed, I took a proactive stance; I HAD to carve a space for myself that would make me an invaluable asset to the company. No matter what hardball was thrown my way, if I found my niche, which was also profitable to the company, should the time come for layoffs – I would be indispensible.

After reading one of my favorite Wall Street Journal blogs – Laid Off and Looking – the light bulb came on. While my CEO, THE “Branding Renaissance Woman,” could literally be EVERYTHING to everyone in the branding process, there was one area she was highly interested in but never had enough time to properly implement – social media. My potential “niche” was near slapping me in the face.

With her interest of social media in mind, I immersed myself in everything I could get my hands on. I read about brand building via social media, I talked to industry experts on developing a social media strategy; I even tapped into my resources like the network of former colleagues who were implementing social media plans for their clients and attended some digital immersion courses to get an initial grasp of the concept.

Prepared is putting it lightly – I went into the CEO with a “game-plan.” I presented my ideas and was awarded the opportunity to prove how useful social media could be starting with one client – OUR agency. In hindsight it was my Everest. Although I worked for the company for four years my time was spent concentrating on the client, never the agency. I know what our business is but was I really truly, knowledgeable about our brand? With the support of my CEO, I set out on my conquest.

The results were spectacular. Not only did our agency get more media coverage than it had in OVER eight years, we also rekindled relationships with former clients (who were in the market for branding services!) and built a database of new clients. Perhaps the BEST outcome was obtaining a clear understanding of my agency’s brand – something that is beyond valuable!

Today, after our own “tried and tested” success, our agency offers clients social media strategy as part of bundled branding services.  Going from the fear of losing my job to working with a new range of clients has been a whirlwind.  It has not only given me a new area of concentration but I also have a better grasp on how to strategize and promote a brand properly. AND the icing on the cake – I honestly look forward to going to work everyday!

Thank goodness for Ms. Goldfeder, her “crazy” advice, my CEO’s faith in my abilities and her willingness to challenge me to prove my value. When you find your “sweet spot” it can not only benefit you but your company and in turn our clients.  Yes, the actual approach will differ depending on a company’s needs, but take away is – take a chance! If you’re determined to be a success you really can’t go wrong.

Kristen Massaro is the Director of Social Media, Communications for STC Associates in New York City. Having spent six years in the communications and PR world, Kristen has a passion for non-profit public relations and is currently in the process of starting her own non-profit, the Fearless Heart Fund, which was inspired by her 2 year old goddaughter who received a heart transplant in 2008.  A born and raised NYer, Kristen has a love for roller coasters, the New York Yankees and her dog, Alfie.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

In my six plus years in the PR “world” a number of friends have shared their Devil Wears Prada like horror stories about the competitive nature of this industry among their colleagues and managers. For these friends, sharing media contacts is taboo, asking questions of your boss/team lead to make sure you understand an assignment is blasphemy and supporting the success of your team mates is unheard of. With that kind of thought process who would want to build their career in this field?

For me, this industry has been the polar opposite experience. I have been lucky enough to have to find a love for public relations in large part to my mentors and managers who took joy in my successes and supported my career “wins” as if they were their own.

Following my graduation from college I knew I wanted to make my way in the communications field. I never thought about public relations but after literally joking and laughing my way through an interview I was hired by a mid-size agency in New York City. On my first day I was excited to meet the people I would work with and was eager to LEARN!

On day one I met Anne, who at the time was a mid-level public relations executive, who took me under her wing and was truly invested in teaching me the “business.” I hung on every word, worked to make sure I was achieving the standard of excellence she expected and in the end had a wealth of knowledge that bought me into my next position in a new company. I still turn to Anne today with all my public and media relations questions today – be it “can you refer to me a reporter?” or “how would you pitch this?” It’s a relationship that I value and treasure as we each make our way up the corporate ladder (she’s now an MD at her agency!)

Anne taught me the importance of supporting your team members in their career because their success is your success. I kept this in mind when taking on my first new hire, a recent graduate of Indiana University with an impressive resume and a slew of internships. When Kim joined my team I was truly invested in her success – something she had not previously experienced. I wanted nothing more than for her to be the BEST “PR” girl she could be. Instead of criticizing or talking down, I put emphasis on the areas she was outstanding in and gave constructive feedback on areas in which she could improve. Today Kim is amazingly successful and truly happy in her work.

Having a mentor who is truly invested in your career and achievements can make all the difference in the success you have in the public relations field. If PR is going to be a truly successful marketing service, senior executives must take the time to groom the next generation. PR “newbies” WANT to learn – believe me I’ve been there! – managers should take this drive as the opportunity to bring out the next great PR superstar!

When your employees succeed, you succeed. As a “manager” I know this first hand and it has made MY career that much more rewarding.

Kristen Massaro is the Director of Social Media, Communications for STC Associates in New York City. Having spent six years in the communications and PR world, Kristen has a passion for non-profit public relations and is currently in the process of starting her own non-profit, the Fearless Heart Fund, which was inspired by her 2 year old goddaughter who received a heart transplant in 2008. A born and raised NYer, Kristen has a love for roller coasters, the New York Yankees and her three year old dog, Alfie.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement