Social Media

  • Karen Yankovich

    Get Amazing Returns in 5 Easy Steps With PR and Social Media!

    More and more, I realize how Social Media and PR can work together to support your overall business. If you do it right, of course!

    Time is money, and social media is a big beast … I know. So, here are some tips for how you can leverage PR with your social media campaigns to get the most bang for your buck.

    How to Rocket Your Marketing Efforts Into High Gear

    1. Start by doing research on Twitter, industry-related websites (and more specifically, their blog post topics), and LinkedIn updates.

    Find out:

    • Who is writing about what you are an expert in
    • Which reporters (online, TV, magazine) report on your niche
    • Who is talking about what you want to talk about
    1. Connect with these people on Twitter. Create a Twitter list called “Media,” make it private, and add these names to the list. This will help you organize your connections, and allow you to keep tabs on their updates (which can give you plenty of ideas).

    But first, make sure:

    • Your Twitter profile is professional
    • Your Twitter description is interesting and has strong keywords
    • You engage with a call to action somewhere in your profile
    1. Connect with this same list on LinkedIn. In your connection request, be sure to mention, “I just read your article/saw your segment, I loved it, and would love to connect with you here on LinkedIn.” Stay personal, authentic, and real. Similarly to your Twitter list, you can tag connections on LinkedIn as “Media” to keep them organized. LinkedIn

    Check to see if:

    • Your LinkedIn profile is rock solid, polished, and professional
    • Your summary and experience really speak to what you want to do and who you want to connect with
    • Your profile picture is up to date
    • You’ve posted a few updates recently that show up in your “Posts” section

    Now that you’ve built your foundation, it’s time to make sure they know you exist!

    1. Schedule a few times per week to dip into that Twitter list you created. Research who has tweeted what and see if there are tweets that are relevant to your expertise and niche.

    With these tweets, it’s always great to:

    • Favorite them — it never hurts to give your contacts a good old ego boost
    • Retweet them — if you think something is interesting, share it
    • Reply to them — engagement can really grow your following on social media
    1. Do the same on LinkedIn. Schedule a few times per week to research your connections. Sort them by the “Media” tag you created, and then go through that list of connections.

    You are looking to:

    • See what they’ve shared recently
    • Comment on posts that are relevant to you
    • Like and share those posts through other networks

    Why You Should Do This Sooner Rather Than Later

    Do these five steps NOW to set the stage for reaching out to contacts as resources, prospects, or collaborators later on.

    Make sure your name is recognizable to them as someone who adds value, is an expert, and is generous with sharing their content. This is where you begin to build the relationship — long before you ever contact them directly. It’s always better to make connections before you need to tap into them. That way, when you have an idea, a pitch, or a prospect, you’re approaching them as a warm contact.

    No more cold emails, cold connections, or cold calls. This means the possibility of a successful outcome skyrockets. Your target contact is much more likely to respond favorably to your request.

    These media contacts can be of huge value to you, because one nicely placed media shout-out can bring you tons of new business!

    The best part? These five steps are all free and very easy to implement. It doesn’t take a huge chunk of time either, if you spread them out over a week or two. And when you put in the maintenance of a few minutes a day, a few times a week, you will be seeing the return very quickly.

    Have questions on how best to get started, keep going, or who to target? Join me in my LinkedIn Group and I’ll be happy to answer ask any questions you may have!

    About Karen Yankovich

    Karen will be presenting at PRXNE16 on June 13. Her official title is “Digital Strategist”. Karen has built her multiple 6-figure business, Uplevel Media, by learning how to blend high-touch relationship based marketing with practical online business savvy, and she brings that success to her clients as well. Her mission is to empower entrepreneurs to create great relationships so that clients and customers flow because of your expertise and influence; allowing her clients to build highly profitable businesses doing what you love, all while making an impact.

  • Doug Haslam Stone Temple Consulting

    FAST 5: Q&A with Doug Haslam, Senior Consultant, Stone Temple Consulting

    Public relations teams often are in the best position to help an organization with its digital media and content strategies. Many times, however, they are not as integrated with other parts of the company to help move these strategies forward.

    Doug Haslam aims to help companies overcome these obstacles. Doug (@DougH) is a senior consultant at Stone Temple Consulting, where he advises clients on content and social media strategy. He is a veteran communicator with decades of experience in journalism, PR, social media and content marketing, and previously managed social media for PRSA Boston.

    On April 28, Doug will join a group of experts for PRSA Boston’s Digital Marketing Tips for PR Professionals panel session. The panelists will host 20-minute roundtable discussions – speed dating style – that will allow attendees to choose which areas they would like to learn more about. Topics will include what is new in search engine optimization (SEO), current trends in social media, how to integrate inbound marketing into a communications program, and digital marketing.

    We caught up with Doug for a FAST 5 to ask him to reflect on what drew him to digital marketing, the value PR can bring to digital marketing and social media, and how the industry may evolve in the next few years.

    #1 – What led you to you focus on digital marketing and social media?

    I lived through the digital transformation of audio, and then made a career change to PR right as the Internet was catching on. Digital was never far from my mind, even in the ‘90s. When blogs, and then social media platforms, began to appear, I gravitated naturally to media that would allow me to help clients (and me) create content. With the means of production more easily accessible, it was easy to make that transition, where standing out meant not just access, but being able to tell a story well.

    #2 – What role should PR play in an organization’s digital marketing and social media strategies? Why?

    PR, if strictly meant to create awareness in the outside media, is more digital than anything else. PR is also, usually, in the best position to craft messaging and tell stories, which makes most PR departments and agencies a natural fit for social media in particular.

    Another thing PR needs to do better is to gain more knowledge about how what they do affects business and marketing goals, and what they can do to ensure that happens. That could include making sure they are acquiring links with articles for better SEO, or gaining access to and understanding of websites and other metrics to assess the effect their efforts have on the business.

    #3 – What aspects of digital marketing, social media and SEO do you typically see companies struggle with?

    The biggest struggle is not a new one: making sure all the parts operate toward a greater whole. Does PR talk to marketing? Do they talk to the web team? The sales team? How is progress linked to overall goals and reported to the executive suite?

    #4 – How do you see digital marketing and social media evolving in the next two to five years?

    I would like to see more cooperation among departments. We used to talk of convergence, and then of specialization, but I don’t think we need more of either. We just need to see the parts add up to something greater than their sum.

    #5 – Who are three people you follow daily on Twitter, both professionally and personally?


    @marktraphagen (colleague)

    @shellykramer (friend and mentor)

    @rhappe (Community Roundtable)


    @vanhoosear (former colleague)


    @cthilk (another former colleague I love to troll)

    About Doug Haslam

    Doug (@DougH) has more than 20 years of experience in communications, beginning with radio (NPR, Christian Science Monitor), and then moving into the public relations and social media marketing worlds. Doug was among the earliest PR agency professionals to integrate social media into PR and marketing programs and was involved with associated organizations from the start, including PodCamp and Social Media Club. Among dozens of clients over the past two decades, Doug has served companies in industries including technology, employment and recruiting, and publishing and design. Doug is active in the Boston marketing, PR and social media scenes, having served as a board member of the Social Media Club, a Fellow for the Society for New Communications Research, and as a Board Member and Vice President of Social Media for PRSA Boston. When Doug is not helping Stone Temple Consulting clients, he is honing his wit on social networks and hitting the roads on his bicycle and training for the annual cancer charity ride, the Pan-Mass Challenge.

    Register for PRSA Boston’s Digital Marketing Tips for PR Professionals panel session and meet Doug when he joins a group of experts to host 20-minute roundtable discussions – speed dating style – on what is new in search engine optimization (SEO), current trends in social media, how to integrate inbound marketing into a communications program and digital marketing.

    About FAST 5

    This is an interview feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

  • Katie Paine

    FAST 5: Q&A with Metrics ‘Queen’ Katie Delahaye Paine

    FAST 5 is PRSA Boston’s ‘on the fly’ Q&A with a trailblazer, influencer or newsmaker. 

    Meet Katie Delahaye Paine: PR Measurement Guru, Researcher, Author, and Lecturer.
    Katie is the speaker in the chair of our January 26th fireside chat program that PRSA Boston is co-hosting with the Publicity Club of NE. The subject: PR measurement, a must-know for any PR practitioner. From KPIs to analytics tools to using metrics to benchmark PR performance, Katie’s been leading the way for going on 30 years. Katie will be interviewed by Christine Perkett (@missusP), known as founder of PerkettPR and now with the added CEO title from SeeDepth, Inc., her fledgling PR measurement analytics firm. We caught up with Katie in between speaking trips at her New Hampshire office and pitchd this busy PRSA Yankee Chapter member our FAST 5: 

    #1 – Do you follow any PR blogs? If so, which ones?

    Yes! There are so many out there with great insights, but there are only so many hours in the day available to read them. My favorites include Josh Bernoff’s (@jbernoff) Without Bullshit and past PRSA presenter Christopher Penn’s (@cspenn) Almost Timely. I also like reading Bob Garfield (@Bobosphere) and Shel Israel (@shelisrael).

    #2 – What is the most important PR book you own (other than yours)?

    Can’t Buy Me Like by Bob Garfield, or more recently Lethal Generosity by Shel Israel.

    #3 – Tell us about an important trend that you think will impact the PR world this year.

    I think we are going to see a trend of the integration of internal and external communications. If your own people are unable to serve as brand ambassadors, you will have a much more difficult time achieving PR success.

    #4 – What are the two or three essential apps or software that any PR person should have?

    You really can’t live without Excel (specifically Pivot Tables). Google Analytics is also essential.

    #5 – Where is the one place in the world that you absolutely want to visit in your lifetime?

    I really want to cruise the Cuban coast. There are some really interesting changes happening in Cuba, and I’m excited about having the chance to be able to see some of that beautiful country.

    Katie predicts 2016 will be a tumultuous year of change in how we measure PR. Read more HERE.

    About Katie Delahaye Paine

    Also known as ‘The Measurement Queen,’ Katie has been a pioneer in the field of measurement for more than two decades. She has founded two measurement companies, KDPaine & Partners Inc. and The Delahaye Group.  Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter (@kanter), Measuring the Networked Nonprofit: Using Data to Change the Worldis the 2013 winner of the Terry McAdam Book Award. Follow Katie @queenofmetrics and on Facebook. She invites email:

    About FAST 5

    This is a new feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as… winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

  • Joe Klimavich

    New Year, Two New Leadership Posts for Our Social Media Chair Joe Klimavich, APR

    Harrington HealthCare System has appointed Joseph J. Klimavich, APR to a new position as VP of Public Relations and Marketing. Joe has started in this role while assuming leadership for PRSA Boston’s social media communications, including expansion of our use of native content, research and online community engagement. Harrington HeathCare’s President and CEO Edward H. Moore called him “a seasoned communication professional with experience in healthcare, development, managed care, banking, education and independent consulting.” In addition to oversight of PR and marketing, Joe will also direct development for Harrington HealthCare System.

    As you will read, Joe’s credentials are considerable, and he will be a sturdy anchor of PRSA Boston’s robust and growing member community across the MetroWest to Worcester region. In past roles he has elevated the role of social channels within the communication mix of the organization he has represented. Joe has already begun to hear from PRSA members and newcomers who want to contribute their knowledge and ideas in this area for the Chapter’s advantage. The timing of adding Joe’s leadership is excellent as we look to host a regional conference (PRXNE16) next June. You can bet that social media, to include our Chapter Facebook Page and Faculty Forum Group, will be increasingly active.

    Joe holds a master’s degree in professional communications from Clark University’s College of Continuing and Professional Education (COPACE), where he has also served as an adjunct faculty member. He is accredited (APR) and most recently moved from his post as VP of Communication for Hometown Bank, in Oxford, MA.

    Joe is a member of the Worcester State University Alumni Association Advisory Board and its student engagement committee, and a recipient of that organization’s Distinguished Alumni Award for outstanding achievement in the field of education, recognizing his work as an adjunct professor in the university’s Communication Department.

    A resident and past Selectman of Brookfield, Joe is a past director of the Central Mass South Chamber of Commerce, a past vice president of marketing for the Mohegan Council, Boy Scouts of America and a centennial year recipient of the council’s Citizens of Distinction Award. Please give Joe and our Chapter a 2016 shout out: @joeklim and @prsaboston!

  • 5 Things Marathon Training Taught Me About Social Media Marketing

    In Social Media on

    By Chiara Wegener

    You have to be a least partially insane to attempt to run a marathon. I don’t know how I picked 2015 to run my first marathon (Boston) – training amidst 70 inches of snow and frigid temperatures. I must be really crazy. But the training runs have given me time to reflect on the things I’m passionate about, including social media marketing.

    Here are five things that marathon training has taught me about social media marketing:

    1). It’s a marathon, not a sprint

    If you start a marathon out too fast, you’re just going to hit a wall. Building a social community takes time. You can’t just start tweeting one day and expect to have 5,000 followers the next (unless you’re Alex from Target, but that’s a different story).

    2). Don’t ignore the pain!

    When you’re training for a marathon, you have to listen to your body. I have spent a number of weekends on my couch with an ice pack because I didn’t stretch or do preventative exercises. When you’re executing your social strategy, you have to figure out what’s working and listen to what’s not.

    3). Set realistic goals and tackle them one at a time

    I didn’t start out by running 18 miles on day one. Every week, I set goals for myself: 15 miles; 20 miles; 40 miles. Set new goals for your social strategy every week and reflect on them. Try to engage with three new people and see how that works – then try six.

    4). Don’t run it alone

    The only way I have been able to get through marathon training is from the encouragement and advice of my running group. They are seasoned marathoners, and have endless amounts of tips for me – everything from what type of socks to wear to how much to hydrate. When you’re planning a social strategy, don’t be afraid to ask the advice of those with more expertise. Join LinkedIn groups focused on digital marketing, and emulate companies that are doing it right.

    5). Reflect, find out what works best for you, and try it again

    Marathon training (especially training for your first) takes a lot of testing and tweaking. Your body isn’t used to running 26.2 miles – and it starts doing crazy things. You have to find out what works for you. Gatorade? Compression pants? Energy chews? It’s really all about testing these things out. The same goes for your social media strategy. Try sharing different types of content and writing in different tones. What works best for your company?

    Post Author


    Chiara Wegener is a communications professional living and working in Quincy, Massachusetts. In her spare time, you can find Chiara running, caffeinating, and tweeting.

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

  • It’s the Next Little Thing, Not the Next Big Thing

    In Social Media on

    By Doug Haslam, PRSA Boston member

    A version of this article originally appeared on

    I often get grumpy about “shiny object syndrome,” when people jump on some brand-new social network or tool and declare it the “Next Big Thing,” because who knows where the reasoning comes from much of the time. People want to be the first to jump on the next trend, but in doing so can fail to stop and analyze what these tools mean.

    Jumping on the next big tool trend can not only be premature but also dead wrong (Instagram was a great example at the time of its introduction) and idiotic for any number of reasons:

    • Mass adoption is a guess until it happens. Google Plus comes to mind as people rushed to crown it before its real uses became defined and apparent.
    • People declare tools “universal” before the tool is even available on all of the popular platforms. Instagram has proved to be a big winner, but people touting it when it was only available on iOS was simply premature.
    • Many tools do one thing – is one thing the “Next Big Thing?” Not really. Vine, again, a popular tool, but in many ways a limited toy, hardly a “next Big Thing.”
    • Is the content produced from these tools portable? Can I own it or at least host it on my site? OK, can I at least embed it? No? Yes? All these questions are important.
    • Many tools are great for some applications, companies, and industries, but not so much for others (hello, Vine).

    Many of these tools are useful and ones that I have used myself at least to some degree, but jumping from trend to trend and trying to declare that “Next Big” is largely a useless exercise.

    What is useful? Seeing the “Next Little Thing.” This occurred to me most earlier this year with the launch of Hyperlapse, a tool from Instagram that allows people to easily make time-lapse videos like this one here.

    Predictably, brands got on board. I’m wholeheartedly in favor of experimentation, but you can’t tell me this is part of a polished, professional brand-vertising campaign:

    Taco Bell run. #Hyperlapse

    A video posted by Taco Bell (@tacobell) on

    Hungry? Me neither. Not to say there will not be successful brand uses, but betting on a marketing trend based on this new tool (based on a film/video trick that is not at all new) is not smart money.

    If Vine (and Instagram video) is a one-note toy, then this is more of the same. Predictably, colleagues in the social media marketing industry are doing the usual “Next Big Thing” for the moment – though that may be dying down even as I write this.

    So, what is the significance? Look for the Next Little Thing. By that, I mean figure out what the “Not the Next Big Thing” tools are doing that actually means something in the bigger picture.

    In the case of Hyperlapse, I did some reading and listening and found what I thought was the real innovation: Hyperlapse tapped into image stabilization and made it accessible. This means that other apps will make use of that (if some haven’t already), and that better quality video – from any number of apps, presented in any number of ways – will be more widely available, especially to more social media marketing pros. That’s the Next Little Thing. That’s what gets me excited about Hyperlapse, even though as an Android user I haven’t even tried it yet.

    So, the next time a bunch of social media bloggers start breathlessly heralding the “Next Big Thing,” take a closer look and a longer view, find the “Next Little Thing.” It’s better then dismissing the hype.

    Post Author

    Doug HaslamDoug Haslam is a Senior Consultant at Stone Temple Consulting, and a member of the PRSA Boston Board of Directors as well as the chapter’s Vice President of Social Media. He can be found, among other places, on Twitter (@DougH) and on his blog,