If you hang around Twitter-land long enough, you’ve probably noticed people including the “#in” hashtag in their tweets. And you might be wondering what on earth does #in mean?

It all has to do with LinkedIn’s ability to automatically pull your tweets into your LinkedIn profile.

If you want a particular tweet – one that shows how marvelously smart and employable you are – to appear in your LinkedIn profile, you add the #in hashtag to the tweet.

For the tweets where you talk about your love of cheese steak sandwiches, please DON’T pull them into Linked In and leave off the #in tag.

But that’s not all there is to it.  First you have to configure your LinkedIn profile to pull in your Twitter feed:

1. Log in to LinkedIn

2. Click on the “Profile” tab, and then select “Edit My Profile”.

3.  On the Edit Profile page, there is a light blue box on the left of the page, with fields for your name, current job, photo, etc.  Toward the bottom of the box is a field called “Twitter.”  Click on the “Add Twitter account” link next to it.

4. A browser window from Twitter will pop up.  Provide your Twitter username and password, and click “Allow”.  This will let LinkedIn access your Twitter account.

5. Next, you’ll be asked which tweets to share in your LinkedIn Status. Select “only tweets that contain #in”, then Save Settings.

6. At any future time, you can change these settings by editing your LinkedIn profile, and then selecting “edit” for the Twitter info in your LinkedIn profile.

Ta-da!  That’s it.  Your tweets are seamlessly pulled into LinkedIn – on display for anyone who cares to view your LinkedIn profile.

If that magic isn’t enough for you, you can create a  spaghetti like mess of integrations between your blog, Facebook, LinkedIn, Twitter, Flickr, and so on.  You can also automatically pull your blog posts into LinkedIn and Facebook. When you create a new blog post, you can automatically send a tweet with a link to all your followers. You can pull your Facebook status updates into Twitter and vice versa. You can pull your Facebook status updates into your blog. And so on, and so on, and so on, ….

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I have one client, outside the technology industry, who thinks of me their go-to person for all matters relating to technology.  Even for things that are not really up my alley.

This client wanted to sell an Excel spreadsheet, that happened contained several macros, over the Internet.  No problem, I help people set up shopping carts, payment processing, etc, all the time.  Or so I thought.

Unexpectedly, the tricky part turned out to be preparing the Excel workbook for download as a product by “code-signing” it with a digital certificate from an official certification authority (such as Verisign, Thawte, Comodo, etc.)

Code-signing is necessary because, without it, Windows security settings would automatically disable the VBA macros when customers open the Excel workbook.  It is a measure to prevent users from unknowingly infecting their machines with viruses, but places a burden on the software publisher.  On later versions of Excel and Windows, it is not even possible for the user to then choose to enable the macros – s/he has to completely change his/her system’s security settings to do so.

The process of code-signing the Excel workbook sounded simple enough:

  1. Purchase a Code-Signing certificate for Microsoft Authenticode (multi-purpose). The client bought the certificate from Thawte, but you could also go with Verisign, Comodo, or others. I don’t think there is really much difference.  We needed an Authenticode certificate to sign Visual Basic macros, and we got a “multi-purpose” certificate that we could use to both sign Visual Basic macros and EXE files, important because most users install new software by downloading and running a “setup.exe” program.
  2. Install the code-signing certificate on my laptop.
  3. Using my laptop (with the certificate installed on it), modify the Excel workbook’s VBA properties to use the just-installed certificate.
  4. Ta-da!  Users should now be able to use the Excel workbook without incident!

Well, that is the high-level process, but the devil is in the details.  And the whole thing is poorly documented.  What I thought would take an hour tops ended up taking a lot more.

DETAILED PROCESS:  INSTALLING A CODE-SIGNING CERTIFICATE

Here’s how the process SHOULD go, in a lot more detail.

  1. Use Thawte’s website to purchase a Code-signing certificate for Microsoft Authenticode (multi-purpose).  When you are making this first request a Private Key, a .pvk file, is downloaded to your machine (possibly without your realizing it is happening).  On Windows XP, you’ll be able to find the .pvk file.  But if you are on Windows Vista or Windows 7, the system will hide the file from you and you won’t be able to access it.  So, work on Windows XP if you can.
  2. Thawte will then take some time to verify that your business is who it claims to be.  This will take anywhere from a few hours to a few days, will involve your talking on the phone, etc.
  3. After Thawte is satisfied, they will issue the digital certificate and will email you instructions on how to download it from their website.  The email we received ALSO contained an attachment with Thawte’s Intermediate Code Signing Certificate.  This attachment is NOT your company’s code-signing certificate.  To get yours, you need to log into Thawte’s site using the email’s instructions.  You must do the login from a machine that has  the .pvk file from step 1.  The certificate that you then download is a file with an .spc extension.
  4. Now, go back to that email attachment with the Thawte Intermediate Code Signing Certificate.  Cut/paste the lines between (and including) “Begin Certificate” and “Save Certificate” and save as a file with a .cer extension.
  5. So, to recap, now you have THREE files.  Your private key (.pvk file), your code signing certificate (.spc file), and Thawte’s certificate (.cer file).
  6. In Windows, right click on the .cer file and select “Install Certificate” from the menu.  The Import Certificate wizard pops up: step through it and accept all defaults. This will import the Thawte certificate into the machine’s Windows Registry and the machine’s digital certificate store.
  7. b. Verify that the Intermediate Certificate is in the Certificate store:
    • i. Internet Explorer –> Tools–> Internet Options –>Content–> Certificates
    • ii. Check the “Intermediate Certification Authorities” tab to find a “Thawte Code Signing CA” certificate that expires in approximately 2 years.
  8. To import your certificate using the .pvk file and the .spc file, you need to use a tool called. pvkimprt.  This utility will place the private key and certificate into your machine’s “My” certificates store, making them make it visible and usable by Office XP to sign macros. It does this by importing info into the Microsoft Windows registry
    • .i.    Download the pvkimprt tool from the Microsoft site to the desktop.
    • ii.    Rename the downloaded file (pvkimprt.exe) to pvkimprt-zip.exe
    • iii.    Run pvkimprt-zip.exe.  It extracts to files: a readme.txt and another pvkimprt.exe.  This pvkimprt is ALSO an installer, not the actual utility. (Why an installer within an installer!?!? Argh!)
    • iv.    Rename this pvkimprt.exe to pvkimprt-selfextract.exe
    • v.    Run pvkimprt-selfextract.exe, and specify c:\MyCerts as the destination directory.  It will produce a file PVKIMPRT.EXE that is at last the actual utility.
    • vi.    At DOS prompt: cd \MyCerts
    • vii.    At DOS prompt:
      pvkimprt -IMPORT <Certificate-FILE>.spc <PrivateKey-File>.pvk
      (note, replace <Certificate-FILE> with the name of YOU file.  Same with <PrivateKey-File>.  There should not be any “>” or “<” in the real file names.)
    • viii.    The Certificate Import Wizard pops up.
    • ix.    Go through the wizard, selecting “automatically select the certificate store based on the type of certificate
  9. View the imported cert and key in Internet Explorer > Tools > Internet Options > Content > Certificates
    • i.    Under the Personal tab, there should now be a certificate “Issued To” The Planning Shop with an expiration date of 5/26/2012.
    • ii.    Click on the certificate and then the “View button”
    • iii.    A dialog appears.  Toward the bottom it should say “You have a private key that corresponds to this certificate”

At this point, the certificates and keys are all imported into the machine’s Windows Registry.

Now, we need to do some extra configuration to allow us to Time-Stamp as part of the code-signing process.  Any time you do code-signing you should use time-stamping (why it is not the default process, I do not know).   Without time stamps, your users will receive errors and warnings when using your Excel workbooks with VBA and installing your programs once your code-signing certificate expires.  Time stamping basically verifies that the code-signing certificate was indeed valid when this Excel file (or EXE, etc) was signed.  And thus, Windows will allow it to continue to run, even after the certificate expired.

OFFICE FILES: ENABLE TIME-STAMPING

To enable time-stamping of Office files with VBA macro, you have to manually edit the Windows registry.  Ugh, what a nightmare, and one that is not documented well anywhere on the Internet (but is why I opted to write this post):

  1. First, make sure that your computer is connected to the Internet.  You cannot timestamp a digital signature unless you are connected to the Internet.
  2. Second, start up” regedit” to edit the Windows registry manually.  Windows –> Run –> regedit.
  3. Navigate the Registry to HKEY_CURRENT_USER\Software\Microsoft\VBA\
  4. Create a “Security” key.  (New Key).  It should now be at HKEY_CURRENT_USER\Software\Microsoft\VBA\Security
  5. Select the “Security” key in the left Window pane.
  6. To the Security key, add a String value Item to the ‘Security’ key named ‘TimeStampURL’  with the value set to: http://timestamp.verisign.com/scripts/timstamp.dll
  7. To the Security key, add a DWORD value item to the ‘Security’ key named ‘TimeStampRetryCount’ with the value data set to ‘3′ (In my case I used 3 but you can pick a different number).  This is the number of times the code signing process should attempt to contact the time stamp server.
  8. To the Security key, add a DWORD value item to the ‘Security’ key named ‘TimeStampRetryDelay’ with the value data set to ‘3′ (In my case I used 3 but you can pick a different number).  This is the number of seconds the Visual Basic Editor will delay before retrying a connection to the timestamping server.
  9. Here’s a screenshot of regedit after all these changes:

Now, at long last, we are ready to finally code-sign the Excel file.

  1. Open Excel workbook
  2. Open Visual Basic Editor (Excel menu –> Developer toolbar –> Visual Basic)
  3. In the Visual Basic Editor: Tools –> Digital Signature.
  4. Click “Choose”. This displays the Select Certificate dialog box.
  5. Choose  your company’s certificate (probably under the “Personal” tab), making sure text appears that says “you have a private key corresponding to this certificate”.
  6. Click OK twice.
  7. Save the workbook and quit Excel.

Now, test it.  Open the Excel workbook and see if there are warnings about the Macros.  If there are, make sure that the warnings display your company’s name as the publisher, and you can also click on your company’s name to view the actual Digital Certificate, see its expiration date, etc.

Now, test the timestamping by setting the computer’s system clock to a date after the code-signing certificate’s expiration.  Then, open the Excel workbook again, see if there are any errors, etc.  Hopefully all is well.

DON’T FORGET TO SET YOUR SYSTEM CLOCK BACK!

SIGNING EXE FILES

Above, I described how to code-sign Office files with VBA macros.  You might also want to use the same Code-Signing digital certificate to sign EXE files, CAB files, etc. that you might distribute to customers.

  1. Download the signtools from Thate: http://www.thawte.com/dynamic/en/images/support/inetSDk5.zip
  2. Extract the inetSDk5.zip to c:\MyCerts\inetSDk5
  3. Your private key (.pvk file), your Certificate (.spc file) should already be in the c:\MyCerts folder.  If not, copy them there.
  4. Copy the EXE file you want to sign into the c:\MyCerts folder
  5. Using signcode, please sign the .exe file using the following command at the DOS prompt.
  6. The .exe file is now signed and timestamped. Please run Checktrust.exe to ensure that the .exe file has been signed correctly:
    • chktrust  c:\TPSCerts\EFWorksheets(2.6).exe

Now, test this by uploading this EXE file to a website.  Use your web browser to navigate to it and download it.  Your EXE is correctly signed if:

  • The browser’s “open file” security warning shows your company’s name as the publisher, and if you click on the name you see the Digital Signature Details – including the time the EXE was code-signed.
  • If you then click on “View Certificate”, a dialog pops up displaying more details including the code-signing certificate’s expiration date.

That’s it!  Hopefully, this bit of documentation helps somewhat out there who might be struggling with the same issue and Thawte’s poor documentation.

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I stumbled across this article from Freestone.com entitled “Top 5 Automation Tools for Your Online Solo Service Business”.  I have never tried any of these services, but must admit I am intrigued and will check them out.  Check out the full article for more details.  I summarize below.

1. 1ShoppingCart –  shopping cart, autoresponder, broadcast/newsletter, and database management systems all rolled into ONE system.   (But to get the all-in-one, you need to pay for the “Pro” level which is currently $99/month)

2. TimeDriver – an online service whereby your clients can self-schedule their appointments with you, avoiding the back and forth of emails that happens when you’re trying to arrangement appointments and, of course, the time spent doing this.  It works with both Outlook and Google calendars.

3. Submit Your Article –  an article submission service that submits your articles to hundreds of different article directories and ezine publishers on your behalf.

4. BYOAudio – A service to record and host your podcasts, as well as automatically share it with all the various podcast directories, including iTunes.

5. OnlyWire – create social bookmarks for blog entries.  In other words, when you publish a blog post it automatically notifies Twitter, Facebook, Technorati, Digg, StumbleUpon, with a link to your post.

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Flickr is a really great service for storing and sharing your photos online.  It also works GREAT for any photos you want to display on your blog.   I love Wordpress, but I find that its handling of images is a bit clunky and hard to use.  It is MUCH easier to upload photos in Flickr, and then to actually create the blog post in Flickr.

Also, if you use Flickr to host your blog photos, you will find it MUCH easier to move your blog to a different domain or blog host in the future.  Otherwise, moving blogs or domains can be a big pain if you have a lot of images.

There is a trick, though, to getting Flickr to work with your self-hosted Wordpress blog.

How to use Flickr with your Wordpress Blog:

  1. Create Flickr account
  2. Set up the link between your Flickr account and your blog. Flickr –> You tab (on Flickr main menu) –> Your Account –> Extending Flickr –> Your blogs –> Configure your Flickr-to-blog setting –> “Set up your blog”
  3. From the drop-down, select the type of blog you have. If you have a Wordpress blog that is self-hosted/installed or on Wordpress.com, select “WordPress Blog”
  4. On the next screen, enter the login details for your Wordpress account:
    • API Endpoint: http://<YOUR.BLOG.ADDRESS.COM>/xmlrpc.php   (obviously replace <YOUR.BLOG.ADDRESS.COM> with your blog’s address.
    • Login:  the login name that you use to login to your Wordpress blog to create posts.  This might be a different login name than the “admin” account you use to configure Wordpress.
    • Password:   self-explanatory, no?
      Then the NEXT button.
  5. If you get a “The username and password you entered were not valid.” message, then you have to do some configuration in Wordpress.  Open a NEW web browser window (leave Flickr open in another window).
    • Login to your Wordpress admin console:  http://<YOUR.BLOG.ADDRESS.COM>/wp-admin
    • Settings –> Writing –> Remote Publishing
    • Under XML-RPC, check the box for “Enable the WordPress, Movable Type, MetaWeblog and Blogger XML-RPC publishing”
    • Click “Save Changes”
    • In your web browser, switch back to the Flickr “add a weblog” window and try submitting again.
  6. In Flickr, a “Confirm your details” screen appears.  Make any necessary corrections and make sure the “store your password” box is checked.  Then click the “All Done” button.
  7. NOW, select a photo that you want to put on your blog:
    • In Flickr, select the photo.
    • When the photo displays by itself in Flickr, along the top margin of the photo there are several icons.  Click on the “Blog This”
    • From the drop-down list, select the name of your blog.
    • A “create blog entry” screen appears in Flickr.  Enter a title for the post and the content.  Note that you will not be able to do much fancy formatting here.  If you want that, you can do it later by logging into Wordpress and editing the blog post.
    • Click “Post This”.
  8. Visit your blog. You should see a new post that displays your photo from Flickr.

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Don’t Be Promiscuous on Twitter

by Sue on April 16, 2010

in Twitter

When most people start with Twitter, they get really focused on the number of followers they have.  Makes sense, right?  You want your message to reach as many people as possible, and followers are people who are saying they want to listen to you…

But take it from me, this is NOT what you should focus on.  Instead you need to focus on QUALITY of followers – you need followers that are actually going to read your tweets, that are genuinely intersted in what you have to say, and might ultimately buy from you or refer you to other buyers.

It is EASY to get tens of thousands of low-quality followers on Twitter.

Why (how)?

Well, a lot of Twitter people automatically follow anyone who follows them (they use tools to automate this).  So, if you follow 1000 of these people, you’ll instantly gain 1000 followers. You can even pay a service to do this for you – they keep a list of Twitterers who are known auto-followers, and when you purchase the services use your Twitter profile to automatically follow all these people.  You can become an auto-follower yourself, which will result in even more people following you, and then you get more followers for yourself, …. you get the idea.

So, voila! within a few days you’d have 10,000 followers.

Thing is, these followers are “low quality.”  Anyone who automatically follows anyone who follows them is NOT READING your tweets.  And anyone who is following more than 500 people is NOT reading your tweets.

So, great.  You have 10,000 followers who don’t read your tweets.

And what’s worse is you don’t want to read any of their tweets either (remember, you’re following all 10,000 of them in return!). They’re all out there tweeting about weight loss plans, viagra, “make money fast” schemes, “how to get 100,000 followers on Twitter” schemes (which I already detailed above!), their radical political and religious views, etc.

So, while there might be people that you REALLY do want to follow – thought leaders in your field, people who always post interesting things — well, you can’t even find their tweets because you are constantly inundated by nonsense tweets from all those low-quality followers.

Instead of worrying about your number of followers and participating in one of these crazy auto-follow schemes, be judicious about who you follow on Twitter.

1) Follow people because you are interested in what they have to say.  Strike up Twitter-sations with these folks via “replies” and “retweets”.  They might follow you in return if you tweet about things they find you interesting. And then they might retweet your content to their broader audience of genuinely interested followers.

2) Do not follow anyone just because they followed you.  This used to be considered “good manners” when Twitter was in its infancy, but now it is just insane.  Look up who this person it – if they post things you are interested in or are in your field, follow away!  But if they post about current events in Kentucky (assuming you don’t live there!), gossip about The Hills, and Twitter money making schemes, stay away.  You don’t have to block them from following you, but don’t follow back.

Be VERY cautious about following anyone who has tens of thousands of followers and follows tens of thousands.  This is a sure sign of an auto follower.  And tweets from auto-follower people tend to be quite spammy and self-promotional (although not always – use your judgment).

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Email marketing can be VERY effective and relatively cheap. But even if you have an immaculate customer database, I do not recommend that you do a mass mailing from your Outlook.  Instead, use the services of an E-mail Marketing service.

If you ignore my advice and actually send the emails out yourself, you are likely to have the following problems:

  1. A lot of your emails will bounce or be classified as SPAM. SPAM filters are very tricky to understand and keep changing. Having too many people in the email To/Cc/Bcc can get your email classified as SPAM, as can sending too many emails through the same gateway within a certain period of time. The E-mail Marketing services keep up to date on the “rules” that each major ISP (Internet Service Provider) uses to classify spam and these services take responsibility for making sure your messages get through.
  2. You need to make sure you comply with the CAN-SPAM laws that regulate email marketing. One big requirement is that each message you send out provide a way for users to opt-out and remove their email addresses from your database within 10 days. The E-Mail Marketing services take care of this for you. If you had to do it yourself, you’d be implementing some custom code on your website or putting in a lot of manual work.
  3. Keeping your email list pristine, current, and free of duplicates.

Email Marketing Services

Here’s a list of email marketing services for you to check out. This blog post is long enough, so I’m not going to compare and contrast them right now.  Maybe in a future post…

  • AWeber
  • MadMimi
  • Bronto
  • iContact
  • Constant Contact
  • MyEmma
  • Campaign Monitor
  • Vertical Response
  • EmailLabs
  • Lyris HQ
  • Puresend
  • BlueStreak
  • MobileStorm
  • MailChimp
  • Enterprise Systems
  • Epicor

Check blogs/webistes & upgrade software if necessary

Wordpress version:

· Crankypm

· Surewebconsulting

· Sureproductconsulting

· Raisty

· Enterpriseselect

Theme version:

· Crankypm

· Surewebconsulting

· Sureproductconsulting

· Raisty

· Enterpriseselect

Plugins:

· Crankypm

· Surewebconsulting

· Sureproductconsulting

· Raisty

· Enterpriseselect

FTP download of entire blog/website

· Crankypm

· Surewebconsulting

· Sureproductconsulting

· Raisty

· Enterpriseselect

Check on database backups of blogs/websites

Wordpress version:

· Crankypm

· Surewebconsulting

· Sureproductconsulting

· Raisty

· Enterpriseselect

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Recently, a lot of people have asked me if I can help them start business blogs. While I’m always happy to help clients set up business blogs and work with other types of social media, I have to warn that business blogging is not for everyone. It can be a lot of work. That is why 60-80% of blogs are abandoned within one month.

DON’T start a business blog if:

  1. You think it will be difficult for you to write at LEAST one interesting, useful post per week. Recycling your old press releases is NOT an option here. Your articles must be conversational in tone and free of marketing-speak, or else readers will stay away in droves.
  2. You have lengthy approval processes before anything can be published to the outside world. If a seven-person committee, the VP of Marketing, and the CEO must all approve every single blog post and every response to reader comments, your business blog will fail. Ideally, you’ll set up some blogging guidelines for writers to follow and will require no more than one approval before articles and responses to comments can be published.
  3. You don’t have the time to respond to reader comments, or are uncomfortable doing so. By definition, a blog fosters a two-way conversation. Readers will comment on your blog, and you might not always agree with what they say. But blog etiquette generally requires you keep all comments visible.* Instead, you should respond publicly to the negative comments in a polite and constructive way. Alas, this takes time.

—–

* Note that deleting spam, off-topic, and abusive comments is okay, though, and expected by your readers. Deleting well-reasoned negative comments is NOT okay.

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What’s a Business Blog?

by Sue on March 29, 2010

in Uncategorized

Ten years ago, every business wanted a website. It was the thing to do. And over time, it’ became expected.

Nowadays, it seems like everyone wants a blog or to be involved with social media. We’re already at the point where customers expect a blog for any type of consulting business. Other types of businesses will follow.

Despite the trends and the hype, though, there’s a lot of confusion about what blogs actually are.

Here’s my take.

Unlike “set it and forget it” static websites, blogs are special kinds of websites that build communities of readers by:

  1. Providing new, useful content* to readers on a regular basis. Most successful business blogs post new articles every 3-4 days, but posting frequency ranges from several times a day to once every one to two weeks. The new content is what keeps readers coming back for more and keeps the blog listed highly in Google search results.
  2. Encouraging users to provide feedback and further discuss the content via blog comment on posts. This is an essential part of creating the two-way, interactive experience that creates fans and community members from mere readers. The two-way conversation is what makes a blog different than a newsletter or static website.
  3. Making new content available on the website as well as via RSS feeds. Most blog readers don’t visit each blog’s website individually each day. Instead, they use an RSS Feed Aggregator (such as Microsoft Outlook, Google FeedReader, NewsGator, Bloglines) to collect and display all the new posts in the blogs they follow. Making your content at least partially available via RSS feeds is expected and mandatory if you want to grow your readership.

Blogging software and services (Wordpress, Movable Type, Blogger, Typepad) make it easy to create and maintain websites that are frequently updated. They take care of #3 (RSS feeds) for you.

But simply using a blogging service does not turn your website into a blog. Example: you can cheaply create a really beautiful static website, with no dynamic or up-to-date content, using Wordpress; however, such a site is not a blog.

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Need to get some PR? Want a reporter to write an article about you?  There are basically four avenues for the small business:

  1. Traditional wire services
  2. Social Media
  3. Direct contact with the media
  4. Bloggers (yes, bloggers are sometimes considered “social media” but there is a big difference in the way you’d pitch an individual blogger versus sending out an alert to all your Twitter followers).

Wire Services

You can try the traditional route of putting out a press release on one of the news wire services, like PR Newswire and BusinessWire. MarketWire is a similar, but less expensive, wire service. While in the past these services have been effective, they are pricey and possibly becoming less effective as mainstream media declines and social media takes hold. For example, local-only distribution of a press release on BusinessWire starts at $180.

If you live in the San Francisco Bay Area, check out Bay City News Service. It’s a news wire service that focuses on news for the Bay Area. Rumor is it is FREE to put out a press release, but their website says “contact us for subscription and access pricing.” If you know more details, please leave them in the comments.

Social Media

Instead of a traditional wire service, try garnering some PR via social media. Of all your options, I most strongly recommend Twitter. First off, it’s FREE. Second, many people in the media use Twitter on a daily basis. Because of this, Cisco now uses Twitter almost exclusively for press releases. Need more convincing? Check out this blog post by April Dunfordabout how she used Twitter to garner her company more PR than they ever dreamed by eschewing the traditional news wire services.

Similar to Twitter, you might also want to check out Digg. Be warned that Digg is basically ruled by super-elite male computer nerds who are primarily interested in technology gizmos. So if you’re a video game manufacturer you might have a good chance of rising the the Digg ratings enough to be noticed by the media. But if you are an interior designer, Digg is not a good place for you. Don’t even bother.

PitchEngine also looks promising. It is focuses on “Social Media Releases” that can contain videos, audio, images, social links and more — in addition to the traditional text. Basically, members of the media sign up with PitchEngine to receive news on particular topics. Companies wanting to distribute news create Social Media Releases and host them (video, links, and all) on the PitchEngine site. PitchEngine then notifies the interested reporters and distributes the news to Google news. Currently, it’s FREE to host a social media release on PitchEngine for 30 days. If you want the release to be around – and findable by reporters – beyond 30 days, you can pay from $10 per month per release.

Of course, the worth of PitchEngine depends on it becoming widely adopted by both PR pros and journalists. Currently the network is kind of small – about 1000 users (many of which, I’ll bet, are “pushing” news for free instead of consuming it).

Direct Contact

The last, but most effective strategy for getting PR is to think of the 15-20 media outfits most interested in your news. Meet the specific reporters, get their contact information, and develop personal relationships with them – learn what they cover, the point of view they usually take, the type of stories they want to writer. Then, one day far in the future, email/fax your press release directly to them along with a personal note describing what that specific reporter will find interesting about the release.

Bloggers

All the above suggestions assume that your ultimate goal is to get members of the traditional media to cover your company’s news. However, in 2010 the traditional media is waning and bloggers are becoming more powerful. Having a high profile blogger cover your news can be a PR dream-come-true.

But targeting bloggers is also a whole other article in itself. Look for it in an upcoming post.

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To be clear, I am not a graphic artist or web designer.

In fact, I really don’t like the way a lot of these folks do business.

So many of them (the “traditionalists,” I call them) stand in the way of empowering the small business owner to take control of his own website and other web properties.  With these folks, every time you want to add a new page to your website or change a few lines of text, you have to call them up, get in line and wait, and pay more money.  It shouldn’t be that way.  Further, many of them charge outrageous sums ($1000+) for simple five page websites that simply re-use existing branding and logos.

So, I’m not one of those.  I’m more of a consultant who will get you progressing toward your goals by using as much packaged services and products as possible, and avoiding custom web development unless it is absolutely essential to give you a competitive edge.

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