Have you ever decided just for kicks to search for yourself on Google to see what the results look like? Try it.
When I type in Mark Wallace - commonground, I see my blog on commonground, my Linkedin Profile, Facebook, Twitter, and other social networking sites right at the top of the search results. Try a few people you know too. I looked up a few other members of commonground too - Mike Kulka, Alan Agadoni, and Larry Schnapf. After you try this, what is the first thing you notice that we all have in common?
Perhaps you see that since each of us are members and bloggers on commonground, we benefit from great marketing exposure via Google. Perhaps you quickly notice we are all members of LinkedIn. Perhaps you see how all of our professional qualifications are easily found because each of us chooses to make that information public. Perhaps it is all of the above.
From conversations with many environmental professional members of commonground, I realize many of you are trying to digest the value of social media outside of just being a member of commonground. One very easy to see way is your personal profile when someone searches for you. There are 14 Billion web searches done each month according to Comscore. Your future customers, partners, and potential employers are very likely going to search for you to find out what your credentials are. Therefore, it is important that when someone searches for you, they find the right you.
If you do not have a LinkedIn membership because you are skeptical, I encourage you to join the 43 million professionals who are members and who generally benefit from having their public LinkedIn profile come up in the top 5 results when someone searches for them.
To maximize your results and LinkedIn effectiveness after you have signed up, I thought I would share some LinkedIn Tips from a recent article on CBS moneywatch.com by Elaine Pofeldt titled Facebook, Twitter, and More: The New rules of Social Networking. In particular, there is a section that addresses how to shape your personal brand on LinkedIn. Here is a summary of her key points.
1) Seek out recommendations from past bosses, key clients, colleagues, and direct reports to create a 360 degree picture of your strengths
2) Instead of a generic job title at the top of your profile, use a short description of valuable credentials you can quantify
3) Fill out the interests section with pursuits, such as charitable projects, that reinforce your value to potential employers and clients
4) For consistency and branding, use a good head shot of yourself as your photo and try to keep the photo consistent with photos on other social networks
5) Opt for a free vanity address for your profile that uses your full name, such as linkedin.com/in/jandoe (this is not always possible, and if it is not, use one that makes sense given how you are represented on other social networking sites).
Again, see the above referenced article for more. It might sound pretty basic, and is, but the benefits are many.
I would also recommend you take your vanity address and drop in your autosignature. Why? It makes it easier for other folks to see your credentials, help you build your connections, and it is valuable in the event your email is forwarded to someone new.
Good luck and congratulations on letting your credentials tell the story you want to tell when someone searches for you.
For the past two days, I attended the Inbound Marketing Summit at Gillette Stadium, the home of the New England Patriots - the best NFL team of the ERA. Sorry Larry and other non - Boston sports fans. I had to add that.
The event talked about ways to help improve marketing effectiveness and ultimately sell more. Over the course of the next week, I intend to share some nuggets that I found were very valuable during the two days.
What should come as no surprise to anyone is that many environmental professionals are trying to figure out new and innovative ways to generate marketing exposure, leads, and sales. Our market has changed - as have most. However, as a whole, the environmental professional - consultants, lenders, attorneys, geologists, etc. are a little slower to adopt social media than other markets, such as the retail, travel, and technology industry. Why? Those industries are generally early adopters - and they are seeing the fruits of their labor and commitment. Once the b2c markets seem to find success, b2b markets seem to follow when it comes to advances in emerging technologies.
I had the pleasure of watching a presentation about Southwest Airlines. They have made a full commitment to social media. What does that mean? Paula Berg, a very intelligent and inspiring social media professional at Southwest shared that it is a directive that social media will be an integrated part of the customer experience at Southwest for all new initiatives. Seems like a pretty big commitment. Why would they do something like that?
First, Southwest Airlines has 750,000 twitter followers and on an average day add 7,000 new followers. Recently, they ran a short promotion and just used social media. What happened? Well, this promotional approach produced the biggest sales week in the 38 year history of Southwest Airlines.
The second thing that blew my mind was the Southwest Airlines rap video. I live on the web, but somehow I had not seen it. I have included the video below. A passenger on a Southwest flight ran a video of a flight attendant who decided to mix it up a bit from the same monotonous pre-flight speech we have heard hundreds of times.. Check it out for yourself.
This Youtube video has now been seen almost 2.5 million times, has been reviewed by over 10,000 fans/customers/critics, and has received a 5 star rating on a scale of 1 (low) - 5 (highest). The flight attendant and video has received coverage from all major media outlets and he was included recently on the Jay Leno show.
And, if that wasn't enough, there are over 7,000 customer submitted photos that have been added on the SouthWest Airlines Flickr site.
As a result of their success, Southwest has a social media team that consists of 6-7 dedicated individuals as it is quickly becoming core to all new and emerging business. Why? They realize that word of mouth and social media are changing marketing, sales, and ultimately customer relationships - and have now have no problem proving their case.
We should all learn from Paula Berg and her team. Even though most (or any) of our member firms don't have the budget of Southwest (that I am aware of), the beauty is that you don't need one to do similar things.
Imagine if just one thing you posted on a social networking site took off and you got that type of exposure - what would that do for your business?
Maybe it is just the summer, but lately I’ve been thinking that a four-day workweek would totally rock! The concept is that employees start work an hour earlier and leave an hour later Monday-Thursday and then begin the weekend on Friday, maintaining the 40 hour workweek. There are many reasons why employers have switched to four day workweeks, reducing environmental impact, energy savings and cost cutting, topping the lists. However, employee satisfaction is also a major reason to implement a four day workweek. But there are some draw backs to this schedule, however sweet free-Fridays sound.
Since last summer, 80% of the employees of the State of Utah have worked 10-hour days Monday through Thursday, allowing the city to close buildings that house its non-essential services on Friday. Work4Utah's goal was to save about $2 million a year from the $11 billion budget and to cut CO2 emissions by 3,000 metric tons. However, recent reports noted that the program was not as successful as the state had hoped. It turns out the state could not keep some employees away on Friday! The state was unable to close about 100 of the 1,000 buildings it had originally marked to participate in the program, and was only able to reduced energy usage by 13%, missing its goal of 20%. Reports noted that the state is still working out the kinks in how to most effectively close buildings to reap the highest energy savings. State employees had mixed reactions to their newly-imposed schedules last summer, but more recent survey data shows that 70% of employees prefer the condensed schedule to a traditional five day workweek. Employees report that they are able to do things like spend time with family, volunteer, and travel during their three day weekends. But others find the long work day daunting. A common complaint is that waking up early to be into work by 7 am and not leaving until 6 pm renders you exhausted and unable to maintain normal life activities after office hours, leaving the weekends packed with errands and chores that are usually done on weekday evenings. Parents are challenged by coordinating transportation and supervision for their children in the evening hours and find themselves missing out on soccer games and homework time. While there is definitely a big adjustment to be made, the benefits seem to outweigh the challenges.
I am a proponent of the four day workweek. Especially for workers with office jobs, I think a condensed schedule makes perfect sense. Outside of Utah’s 13% energy savings is the energy saved from employees not having to drive to and from work on Friday. Some employers are switching to the four day workweek in the recession in lieu of raises, because not have to commute on the 5th day results in a significant savings for employees. Having fewer people on the road as often could also decrease car accidents, save on road construction, and reduce traffic.
Besides these financial benefits, I personally love the idea of reclaiming 50 days a year to use as I see fit! Most of you reading this probably agree that no matter how you try, you end up working 10 hours a day even with a five day schedule! After office hours, many of us end up doing the inevitable hour or so of “catching up” on things we didn’t get to do in the office as we unwind at home. With all the meetings that we attend each day, it seems like we need more time in the workday to handle our actual tasks.
If we all arrived at work an hour earlier and stayed an hour later, there would be more productive hours in our weeks. Here is how I figure: we waste time regrouping on everything we worked on in the previous days that we didn’t have time to finish. Every morning we spend a large chunk of time going through emails and checking in with our bosses and coworkers on the day’s projects. Unexpected things come up, meetings run late and before you know it, it is 5:00 and all your coworkers are filtering out of the office, leaving you without the support you may need to finish your tasks.
Cost reduction, energy savings, happier employees, cleaner environment, safer roads, wow, this four-day-workweek-thing is looking better and better! Okay, I’ve sold myself, how ‘bout you, management?
With so many questions and challenges concerning our energy future and climate change, domestic natural gas has taken off as a “greener” alternative to burning oil and coal. Recent advancements in drilling have vastly expanded the size of the natural gas market. Hydraulic fracturing, or fracking (also, frac’ing) as it is often referred, is the process of stimulating wells to extract natural gas (and oil). It involves breaking shale several thousand feet below the surface of the earth by injecting water, sand and chemicals at high pressures to shatter the rock and release the valuable resources. EPA projects that 20% of domestic natural gas will come from shale by 2020. However, as more and more fracking operations crop up from coast to coast, questions of their real environmental costs are also growing.
Fracking has been going on in the United States for more than 50 years, but recent advancements in horizontal fracturing technology have created an explosion in the number of wells and have brought fracking east to states like New York and Pennsylvania. In a sense, fracking has created a modern day gold rush. And because local and state economies have been under extreme economic pressure due to the recession, many officials and locals have-- until recently--welcomed the added revenue from permits and taxes that move in with the drilling companies, not to mention job creation.
A new source of clean energy right in our own back yards, just waiting to be released? Like most things that sound too good to be true, fracking has some serious side effects. Here is my non-scientific summary of the risks.
The chemicals used in the water mixture that is injected into the wells is toxic, but most drilling companies will not disclose the actual make up of their concoctions, labeling them trade secrets. There are concerns about how these chemicals are handled, the impacts they are having underground, and the potential for spills on the ground when they are eventually transported to waste treatment plants. There have been many complaints about fracking chemicals being released into drinking water supplies and because there are convenient Bush-era exclusion to water-safety regulations in the 2005 Energy Bill, fracking companies are not taking all of the precautions they could. (Note that Halliburton is heavily involved in fracking.)
Fracking is a very water intensive process and in areas where water supply is low, residents are concerned that operations can cause scarcity issues.
Manmade retention ponds or pits are used to hold the water/chemical/sand mixture that break the shale, creating giant pools containing toxins like chloride, barium and strontium in the middle of rural lands and forests. There have been reports of wildlife mistaking these ponds as natural bodies of water and being poisoned. In one recent story, cattle were quarantined based on concerns of sending contaminated meat to market after the animals were thought to have been drinking water from a leaking pit adjacent to the farm.
Creation of new underground pathways
There are concerns that new underground pathways will transport not only the chemicals involved in fracking process itself, but also any other spills or plumes that happen to intersect them.
Methane gas leaks
Methane is one of the greenhouse gases that contribute to global warming. Scientists have documented that methane from fracking can leak and traveled through underground pathways and eventually be released into the atmosphere. .
Fracking Studies Underway
A 2004 study by EPA showed that fracking was not a risk to groundwater, but with the swath of complaints that have arisen lately, EPA announced in late 2009 that it will revisit this finding. EPA is currently in the process of further defining the study that is set to take place starting this fall and into 2012 by holding public meetings in impacted areas. As Pat Coyne mentioned, one meeting that was supposed to take place in upstate New York last week was canceled when 8,000 people were expected to attend. Organizers are now working to find a larger venue for the meeting.
The growing cases related to fracking operations are quite troubling. When I think about it, I get concerned about whether there will ever be clean, safe energy! It is quite depressing and overwhelming if you let your mind wander… It will be interesting to see where this goes. With any new technology, there are unforeseen risks and it seems like we are just cracking the surface on those involved in fracking …no pun intended. Okay, I realized the pun and left it in so maybe it is intended.
What do you think? Is fracking the next big environmental issue?
One of the reasons why I am very passionate about social networking is that in the business world, it is still considered a new and emerging trend although it really has been around for many years. With any "new" trend, there are so many challenging questions to answer and try to figure out that it never gets boring or dull to me.
One topic in particular that is constantly scrutinized and debated is "participation".
For any of the social networking experts and newbie's, we often struggle with participation metrics. What is good? What is bad? How come only a limited number of members seem to actually participate and so many seem to lurk? Why is it that someone will email me a question and not actually post it within the community? It becomes this heated debate with a lot of great viewpoints and questions about the viability of a network, what the resulting hesitancy means, and ultimately whether the the members are receiving enough value.
Anyone who reads my blogs regularly, likely notices that often times I mention that I "recently had a conversation", or "was attending an event", or "was meeting with friends, coworkers, or relatives", and a topic of conversation intrigued me.
When you consider your family functions, your teams, your office - any situation where there is a group of people with a common bond having a conversation - whether it is a serious one or one at a bar over beers. Did you ever notice that only a few folks talk 90% of the time and the vast majority listen? Some members listen for a bit and walk away. Some stay the whole time and do not say a word. And some can stand around as part of the group the whole time and never say a word - ever. The two or three folks who talk tend to control the conversation and command the attention.
What is my point?
We are all wound a bit differently. My personality is such where I am a very transparent person who is very social and far from "shy". I also like to both listen and participate. You might be like me, but you also could be the type who would prefers to remain quiet. It is just who we are. Therefore, my advice is to consider these very basic fundamentals when thinking about quantifying the success of your social networking success. Don't look at situations and think that everyone should be participating - realize that some people never will, but they will get significant value regardless of whether they ever say a word or not if the content of the discussion is intriguing and deemed valuable. Therefore, focus on generating compelling content if you truly want to improve participation and not on overanalyzing participation patterns.
Each year the same family members attend family functions, each week that team shows up for their weekly hockey game, and each day those coworkers come to work - even the ones who don't talk as much as I do.
There is no reason why you should expect the online channel to be any different....
This past weekend, I had the opportunity to experience South by Southwest, known to the social media crowd and those like me who use Twitter religously as #SXSW, in Austin Texas. The one word that comes to mind to describe it is "wow". The new technologies and ways to connect, communicate, and market our companies with customers available now and in the not too distant future are mind numbing. And, the venture capital being put behind these new technologies confirms that investors believe in them.
A group of us with about 40+ years of social media and online community experience presented on a panel about Lurkers on Social Media sites. As a follow up to my last post titled Social Media Lurkers: Are They The Most Important Community Members, which has received a number of comments, I thought I would share one of the key data points.
We determined throughout a group exercise that all of us, without exception, either lurk in communities or have at one point. Why is this important? Over the years, the vast majority of people I know, from environmental consultants to stay-at-home parents to college students, tell me that they are not comfortable with posting. However, they now are on social media sites regularly and feel like they don't add any value. That could not be further from the truth. Have you ever shared something you found valuable with your networks, perhaps over coffee, or maybe recommended a product you read about, or perhaps shared some insight on how to handle a problem? Then, you have added value to your communities.
In the last month, not a day goes by when a commonground member who was skeptical at first admits they are receiving tremendous value from many social media sites. The majority still prefer to read vs participate, but two years ago we were thrilled to have 2-3 comments in a day. Today, we have 35-50/day regularly. For our most scenic photo contest:
To our first time posters, thank you. For those of you who have never posted and think about whether you should, it is time to stop overanalyzing it. Everyone I know does the same thing to a certain extent and 100% of the people in Texas, arguably the group who use social media collectively more than any group out there, are all lurkers too - without exception!
Moving forward, let's think of ourselves as "learners" consuming information in the ways that work for us. When the time or topic is right, we just might jump into the conversation, check in on Foursquare, or sign up for Twitter account.
For now, know that you are in good company so join the conversation when or if the time is right. For those of you who recently have, we look forward to learning from you.
Social Media Clubhouse – What I learned lurking around the sxswlurkers hashtag
Urban Life Digital Magazine – Learning at SXSW
Corporate Executive Board – Are you neglecting your most important community members
Typically, I have a lot to say and try to provide insight to members about social media. After viewing this, I am speechless!
I encourage you to watch this video from Glenn Beck:
It is about seven minutes in length, but it is well worth your time.
Could this have really happened? Really? Look forward to your comments.
While working your “day job” may already be taking up too much of your time, getting involved in industry organizations may be just the thing you need to advance your career. Here are my top five reasons why.
So get out there! Influence others, learn new things, and have fun.
What groups do you find most valuable to expanding your reach and knowledge?
While watching the local news last week a saw a short segment about how qualified job-seekers are submitting thousands of resumes and never being called back. The segment included an interview with a “highly qualified” woman who claimed to have submitted her resume to dozens of websites and hasn’t gone on an interview in months. The reason: her resume is being overlooked by search engines that scan resumes for specific keywords related to the jobs companies are trying to fill. My first reaction: “Umm, duh? Get with it local news!” But upon further consideration, I thought about how keyword optimization can be challenging for job seekers, especially those who are looking to change roles and industries or for those not familiar with the concept of keywords.
In today’s day of 9% unemployment (i.e. lots of resumes out there!), short-staffed HR departments and advanced search technology, almost all resumes submitted online are stored in a bank and are only pulled for human review when keywords associated with a particular job opening are matched. So if your resume does not include the right keywords and you don’t know someone who will physically pass on your resume to HR or a recruiter, it may never get looked at, even if you are the perfect candidate for the job.
Here are a few tips and tricks to optimizing your resume for search engines.
With a little bit of research and forward thinking, you’ll be able to create a resume that not only represents your experience and goals, but is also easy for search engines to pick out. For more reading on this subject, sites like Monster and CareerBuilder have dozens of articles and even tools that help you analyze your resume. Good luck with your job search! And if you’re looking for an environmental job, be sure to check out the commonground job board. We’ve had a lot of new jobs listings posted in the past few weeks!
One of the most important roles of managers is to foster the growth of their junior staff, helping them to gain footing within their company and, more broadly, within their industry. I see mentoring not only as smart business practice for a company, but also as an employment benefit to budding professionals. With budgets (for time and money) strapped, growing your firm's future leadership may seem like something that can be put off till next quarter or next year, but it is this could be a big mistake. Employees with strong mentor-mentee relationships are more loyal and more effective than those who fly solo. One way managers and executives can help their employees reach for more is by encouraging them (and allowing them the resources) to participate in industry associations and events. Taking part in industry events boosts self-esteem, offers new perspectives, opens the door to networking opportunities and gives employees a sense of pride in their company while they are out representing their firm.
I am an active member of ASTM's E50 Committee and Membership Secretary to the E50.02 Subcommittee. ASTM is one of the world's largest standard writing bodies. It is a consensus organization powered by volunteers who are both users and producers of the products and services that are governed by ASTM standards. In the environmental due diligence industry, these standards have major impacts on industry practices and also act as drivers for the services provided by environmental consultants. While ASTM is extremely important to the industry, the E50 Committee has had a difficult time getting members to attend meetings and participate in standard writing activities. In addition, there is a real lack of young blood in committee activities.
A group of my fellow committee members and I are currently taking on an initiative to gain more participation from young professionals in the industry, but to do that, we need the support and encouragement of their managers. Despite the fact that billable hours will need to be sacrificed and travel expenses may need to be covered, attendance to these meetings (which are free for members) offers young professionals with a great learning experience, and also the chance to:
o Impact industry practice;
o Gain an insider's perspective;
o Think critically about the way things are done now and how they should be done in the future;
o Learn from some of the most experienced professionals in the industry; and
o Network with colleagues, potential clients, and regulators.
Having representatives from your company attend events like ASTM also shows that your company is forward thinking and honing their future leadership for success in the years to come.
The next meeting of ASTM's E50 committee will take place at the Hyatt Regency from October 19-22. Major topics are being covered, including revisions to the E 1527 Phase I ESA standard, the creation of a new standard on building energy performance disclosure, the progress of the standard on climate change, and ballot results on the continuing obligations standard.
I hope all of those reading this will consider attending the meeting and bringing along a promising young professional from your firm. I think you’ll be surprised how much knowledge they might have to share with the even the most seasoned industry veterans. And learning how they can affect change in their industry will likely spark loyalty and inspire young professionals to think more critically about the work they do.