Fulcrum Blog

I’m sitting in my car, outside of the FPRA Annual Conference at the Gaylord Palms while I participate in a conference call with both a client and a vendor. The vendor is someone I’ve never worked with before, so they took some time to get familiar with my company via my Web site. Respectable and appreciated, of course. But then the guy makes a comment about how he was intrigued by a “recent” blog post, and my heart sinks. I chuckled and made some conversation about the topic, all the while feeling the sensation of heat rising from my neck to my cheeks and then my ears. In the back of my mind, I’m thinking, “oh Lord, someone is actually reading that thing? I haven’t posted in months!”

Let’s just say, girl got called OUT. Which led me to reflect on how things have changed since I last posted, some inspiration that’s been ever so gently tapping me on the shoulder, and a bittersweet feeling that I need to recommit.

Let’s start with the evolution part:

My firm is changing, I’m changing, everything around me is changing. No surprises here, as change is the way of the world. But I guess I’ve gotten a bit tangled up in it, thinking busy-ness was an excuse to ignore important things, like my blog. Here’s a snapshot…

• Fulcrum celebrated a year in business. Happy Birthday to us! In spite of the economy, this little engine keeps chugging.
• Over the last year, Fulcrum has focused on providing small businesses a cost-effective marketing communications solution through project-based services. But over time, client needs and business challenges have evolved us into a more long-term, comprehensive management solution for mid-sized organizations that aren’t large enough to have full time in-house marketing and communications staff. As such, that’s where our focus has shifted. When you hire Fulcrum, you get an outsourced marketing communications and public relations manager that considers themselves an internal resource. It’s a very personal approach and I like it.
• I’ve added APR to my name, as I talked about here and here. This has fit well with the previous bullet, but was a time commitment.
• I’ve had some personal “additions” - I rescued a chocolate lab/doberman puppy, which (not necessarily by choice) made us a home with more canines than humans; I watched my brother get married in the beautiful mountains of Big Sky, MT; and, I acquired my first niece, Madison. (Not that any of this really matters to you, but more on personal commentary in a bit.)
• After a year break from the local FPRA board of directors, I was installed today as the Accreditation Chair for ‘08-’09. I’ll be helping people through the workshops, interview and testing that I went through earlier this year.
• I took on the responsibility of chairing a new Communications Committee for a non-profit board that I serve on, and worked with my team to develop a survey and the beginnings of a marketing plan.
• I was very recently re-approached by the University of Central Florida to teach a public speaking class for undergraduates. For a moment, I thought I would be teaching in the fall semester (whoa). But it looks like it could happen in the spring instead, and I’m quite excited.

Now for what inspired me:

• The first point of inspiration is of course the story I opened with, but that was really the last. The straw that broke the camel’s back, if you will.
• A good one was the FPRA Annual Conference I mentioned earlier. I spent the better part of a week in professional development mode, listening to inspiring speakers, hearing about new research and learning some cool things. It just kind of reminded me of the importance of picking your head up from your desk and peering over the horizon every so often.
• My former esteemed employer started a blog. Encouraging the firm to blog was a focus of mine before I left. It didn’t happen while I was there, but they are rocking it now. 
• I’ve recently had a surge in Twitter and Facebook activity. And I started having some tweets pushed to my phone via text. Increased usage of both applications has revived my inner social media spirit.
• Last but not least, I consume a lot of online media and am constantly reminded of the value that blogging can have … credibility (at least one can hope), exercising my writing muscle, networking and relationship building, search engine optimization, etc.

And it all adds up to recommitment:

• It’s probably pretty apparent at this point, but I am going to re-commit myself to blogging. I can’t promise how often, or how lengthy, or how relevant, but I’m going to try much harder.
• I downloaded the newest version of Wordpress so that I have the latest gadgets.
• I updated my masthead… gave it a shiny new photo and a spiffy little tagline that will hopefully lend some context to what I’m doing. My mission is to explore all things marketing, communication, and PR to uncover and discuss more sources of leverage for my clients.
• I’m going to stop being lazy and start using some pictures to make my posts prettier.
• I won’t say I plan on it, but I’m sure it will happen – I’ll probably go off topic and I’ll probably get personal from time to time. When you own your own business, it’s pretty hard to separate your personal life from your work life, so I see that as a natural tie. There aren’t that many people reading anyway, right?

Cheers! 

So I’m out to dinner with some old friends. The kind you only see once every few years. It’s a beautiful Orlando evening with just enough of a chill in the air…the perfect night to enjoy an open-air table at a downtown pub. I excuse myself to visit the ladies’ room. As I’m finishing up and reaching to wash my hands, I see it. It’s a slow night at the restaurant so no one was in there to hear, but I gasped out loud as I stood face-to-face with - can you believe - a “this space available” announcement.

It wasn’t a sign on the back of the door or a flyer posted on a bulletin board. Nor was it in the bottom of the toilet bowl like I’d heard about. But rather, it was pasted squarely on the front of the soap dispenser. You know, that non-descript plastic thing that pumps out a supposedly antibacterial lather.

Having recently read this post about outrageous locations for advertising, I suppose I shouldn’t have been surprised. But (obviously) I was. As I’ve said before in this forum, I am an advocate of being opportunistic. But there is such a thing as taking it too far. Or is there? Every generation seems to become accustomed to new ways of getting their attention…it was while you were driving with the popularization of billboards in the 1900’s…and pop-ups all over the Internet in the new millennium. Now we’re learning to ignore personal “suggestions” from Google and Amazon or acquaintance-driven plugs on Facebook.

I suppose if we keep building immunity, that advertisers will have to keep finding seemingly crazy ways to reach us. But when it comes to taking advantage of opportunities to promote your product and fighting to earn every dollar you can in a free society, can we draw a line? Are we okay with personal hygiene ads invading the strips of our toilet paper or health club specials on the bottom of our soup bowl? How about oil change promotions splashed across the inside of our car or maybe even Web sites on our own skin? Will we shrug our shoulders at an ad on our kid’s desk at school? Will we smile and keep walking when we see images projected across every corner of our no-longer starry sky? Or will we at some point take a stand and start ripping the “for sale” sign off of the soap dispenser? And if we do, will it really make any difference? 

Today’s big buzz is that Facebook has launched a new advertising program.

In case you don’t already know, here are the basics:

This has certainly sparked a lot of discussion. The application of user activity and information to advertising rubs some people the wrong way, saying it’s an invasion of privacy. While I can understand why, I think this is just the natural evolution of the online community that we need to embrace. From the first days of the Internet to the beginning of the social media revolution, there has been controversy. But we adapt. Social networking is already commonplace, and this too will become less exciting.

Facebook is bringing word-of-mouth marketing, no doubt the best way to get business, to a more attainable level. Viral social ads are expanding the horizon of how we communicate, much like advertising in RSS feeds. Businesses are demanding to be part of the game and they’re willing to pay to do it. So I say let them. If people don’t like it, they’ll drive change through voice and action. To some extent, we’re pretty capable of self regulation. And personally, I think I prefer ads tailored to me or brands endorsed by my friends over mass marketing.

Some people say “the more things change, the more they stay the same.” I disagree. The more things change, the more change it brings. Arguably, that’s the genius of our society. I believe it’s Facebook’s choice, actually their right, to find ways to make their business more profitable. And it’s every user’s choice whether or not to be a member. Props to them for being innovative, because afterall, controversy breeds attention, and attention, increased usage.

We’ll have to see if I feel differently once I have ads invading my profile. So far, it seems like businesses are reacting to the news favorably. Today alone, more than 100,000 new Facebook pages from businesses have been launched … mine included.