In the past few months, social networks have been vamping up the opportunities for business on their platforms. Just after Facebook’s IPO bust, they launched “Promoted Posts.” Business on Twitter have the opportunity to promote their Tweets. If your business uses Tumblr, you can “pin down” your posts. What does it all mean?

The basic idea behind these features is to allow more of your followers to see your content – guaranteed. Put up a little cash and a larger percent of your fans or followers will see the post you want them to. Guaranteeing customers will see more of your content seems like a great thing, even if you have to pay for it. But is it worth it?

Facebook’s Promoted Posts cost as low as $5, but go higher depending on the amount of fans you have. They stay promoted for up to 3 days after the purchase date. Purchasing this promotion ensures that more fans will see your post – and when they like or share it, more of their friends will see it to. The post is highlighted and labeled, so fans and followers know that it has been promoted.

Twitter’s Promoted Tweets, Trends and Accounts work in a similar fashion. Labeled as “Promoted,” these Tweets, Trends and Accounts reach a  wider audience – even those who aren’t originally following the brand. The Tweets appear at the top of all search results pages, home Timelines and enhanced profile pages. These promoted posts appear to those who are likely to find the content interesting based on current Twitter accounts being followed.

Pros:

1. The promoted post option on Facebook allows you to target specific audiences by geographical location and language. The promoted Tweet options allow you to create your own audience by choosing targeting options as well.
2. Sponsored Tweets take users off Twitter and onto your desired landing page when clicked.
3. It’s easy. Promoting a Facebook Post is as easy as posting a picture or regular status. The tools are all at the tip of your cursor.
4. Analytic functions are available. You can easily see how many people have seen the post and if they took further steps, i.e. click-throughs.
5. Twitter’s Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, so you only pay when someone engages with your Tweet.

Cons:

1. All audiences know you’ve paid for them to see the post.
2. There are already too many ads on Facebook. The ads on the right hand sidebar of Facebook is crowded with adverts directed at Facebook users, and they are more than often ignored. There is a likely chance that your promoted post may get visually jumbled with these ads, and annoy users.
3. For Facebook Promoted Posts, the more fans you have, the more it costs.
4. Promoted Tweets are currently in beta selection. You have to sign up for the waiting list.
5. You can spend a lot and receive small results. You may be able to guarantee that a customer sees your content, but you cannot guarantee that they will be interested enough to pursue it.
6. There are more meaningful ways to engage your customers on free platforms like Facebook and Twitter. Why pay for something that you are currently using for free?

Facebook and Twitter are exceptional ways to promote your business and engage with clientele. They are free tools that reach a wide, diverse audience in an engaging way. Your fans and followers are already on Facebook and Twitter because they either enjoy using it, or they’re looking for content like yours. Yes, there are upsides to promoting a post, but in moderation. Use your content and creativity to engage fans and followers. Sincerity in social networking goes a long way!

I love to read. From biographies to science fiction to classic novels, I have spent my free time over the years reading and reading and reading. I like the feeling of being drawn into a story – walking alongside main characters and giving villains a piece of my mind. How has my pastime changed in the past few years? I bought a Nook.

At first I felt like I was betraying centuries of literary geniuses, the spines of written masterpieces crumbling under my electronic page-turner. Slowly, as I finished my first eBook, I realized reading from an electronic reader was not that different than reading a “real book.”

There has been a bit of a social argument – which is better, eBooks or paper books? Dedicated readers and literary fanatics may lean towards their tried-and-true, bound novels, but technologically savvy individuals swear by their e-readers. I’ve discovered there is beauty in both sides.

E-readers, in particular my Nook, have made reading in public, at nighttime, and while traveling much easier for me. Slim, light, and backlit, the e-reader is much less complicated than a hardcover book. Instead of purchasing physical books, which I read only once and then end up cluttering my living room, quick reads stay stored away in digital files. Many local libraries offer e-reader borrowing. The option allows you to rent a book for a set amount of time, and not have to worry about physically bringing it back to the library – no more late fees.

But, then of course, there is the timeless aesthetic appeal of a hardback novel that outweighs the slick appearance of an e-reader. I like the way the classics look on my bookshelf. There is no denying the tactile experience of reading a print book is important to many readers. I believe there is certain literature that simply must be read from a bound book.

I’ve come to the conclusion there is time, place, and reason for both e-readers and books. Both are wonderful, and both encourage reading. Everyone can benefit from picking up a good book – whether it requires turning pages or pressing next.

On the University of Florida campus it is a widely known fact that as an undergraduate you should have at least two internships under your belt before graduation. In March 2012, with this fact ingrained in my mind, I set out to find the perfect second internship. Shortly after my research efforts began I received an email from the Dean of the College of Journalism and Communications announcing Patterson/Bach Communications was looking for an intern. Not only was P/B close to home, but after perusing the website I felt it was the best environment to continue my public relations education.

Working as a full-time intern at P/B this summer has provided me with experience I never dreamed I would have before graduation. Over the past few months, I helped conduct extensive primary research for a new client, seeing firsthand how important surveys and focus groups can be. On the media relations side, I learned you cannot send a press release out and expect to get coverage without any effort. It takes hours of updating media lists and making phone calls to make sure the release is reaching the right contact. I was also able to experience just how difficult social media management can be. It is not as simple as throwing a status on your company’s Facebook page and calling it a day. You have to develop a strategy with metrics for evaluation to ensure success with your target audiences. Honestly, if I sat here and typed out everything I have learned this summer I’d be typing for hours— and it would be quite a lengthy read!

This time next year, I will hopefully be a few months in to my first post-graduation job. I can say with 100 percent certainty that P/B has helped prepare me to be part of that world. In interviews, I will be able to go on at length about the skills I have acquired and honed and the tasks I accomplished. I feel that WHEN—not if—I get a job it will be in large part due to the three-and-a-half months I have spent here. While getting an excellent education is first and foremost, there is nothing like putting the information you’ve learned from a textbook into a real-world environment. And P/B was the perfect place to get that experience.

“Inspire a Generation,” the slogan of the 2012 London Olympics, stirs up more than just athletic motivation. While yes, the Olympics will be swarming with weight-lifting champions and springy gymnasts inspiring young, athletic hopefuls, generations will also find inspiration outside the stadiums. From your soap to your breakfast sandwich, the Olympic rings will begin to infiltrate your every day. In the race for Olympic marketing, how do official sponsors use the event to sell their products? How do they engage consumers? Can your business use the Olympics as a marketing theme – without getting in legal trouble?

This year’s Olympic organizing committee, London Organising Committee of the Olympic and Paralympic Games (LOCOG), pays for the majority of the Olympics through merchandise, broadcasting rights, and, of course, sponsorships. Corporations will shell out millions of dollars to pay for the Olympics in exchange for the rights to splash the London 2012 brand on their products. These companies like Coca-Cola, McDonald’s, Visa, and Adidas, can freely use the Olympic logos, as well as phrases associated with the games. As sponsors, they are guaranteed recognition through multiple media channels – whether television, print, or digital media.

These sponsors are paying money most of us simply don’t have available to use in our advertising. But, we can learn from how they use the games to their advantage to engage their audiences. McDonald’s implemented a contest to send families to the 2012 London games by enticing children ages 8-11 and their families to showcase how they spend family mealtime with a short video. Innocent is the official smoothie and juice of the Olympics and will give away tickets to the games through their “Tweet for a Seat” campaign. Followers send a tweet to Innocent telling them who they’d bring with them to the games and why, with the hashtag #tweetforaseat. Engaging consumers by invoking creativity and allowing them to feel like they’re a part of the event is a good way to promote your product.

According to a recent report, there have been over 600 accounts of ambush marketing in correlation with the 2012 Olympics during the past four years. Expected to be the biggest clash between official sponsors and those trying to piggyback, the London Olympics may have more marketing than athletic competition. LOCOG isn’t planning on letting anyone get away with ambush or guerrilla marketing though. “Ambush Police” will be patrolling all advertising and marketing efforts surrounding the games, and those found guilty of unofficial advertisements can pay up to $31,900 in fines. So, what exactly does LOCOG have under their official control? Almost everything. You can be found guilty of ambush marketing for using words like “games,” “gold,” “silver,” and “bronze.” What options does this leave unofficial sponsors this summer?

If your business is a restaurant, bar, or eatery, you’re in luck. LOCOG has provided official posters for you to download to promote that you will be showing the Olympics in your establishment. Though limiting in creativity, it draws in customers who may be looking for a place to gather with friends and family while celebrating the games. LOCOG supports communities commemorating the Olympics and wants people to enjoy themselves during the events. Putting together children’s games and handing out unmarked medals is another great way to get customers in the Olympic spirit without breaking any rules.

The P/B team decided to spice up social media this summer with a fun series to get people off their chairs— whether from uncontrollable laughter or a sudden urge to dance. P/B’s Sizzlin’ Summer Songs series gives followers and fans a glimpse into the summer playlists of our group here at P/B.

Each week a different team member is highlighted, sharing a favorite summer song and summertime activity along with a funny photo of their choice. So far, Tim has shown off his rock star personality with his summertime favorite Led Zeppelin IV’s “Going to California,” and Dan enjoys nothing more in the summer than listening to “Summertime” by Janis Joplin and strumming his acoustic guitar.

There are still many team members eager to share their summer jams!

“Like” Patterson Bach on Facebook and follow us on Twitter to see P/B’s Sizzlin’ Summer Songs in action.

P/B continues its commitment to providing real-world experience for college students who seek to supplement their education with work experience. To support this ongoing commitment, P/B is excited to have Kaitlyn Robbins interning with us this summer.

Kaitlyn will start her senior year at University of Florida in fall 2012 and is set to graduate with a public relations degree next May. Before coming to intern with Patterson/Bach, she was an intern with Alpha PRoductions, a student-run public relations company.

Kaitlyn supports the team in the areas of primary and secondary research, social media management, and writing and editing.

Patterson/Bach is already hard at work on the research and branding phases of a complete advertising and public relations campaign for a new attraction in Orlando’s famous tourist district. Our account services include primary research; branding; creative development; media planning and buying; website design and programming; digital media; and public relations for the attraction.

Prepare yourself for an indulgent experience traveling through both the historic and delicious world of… Stay tuned as Patterson/Bach helps the new attraction unveil itself to Orlando and tourists from countries around the world.

Like most Americans, this Sunday I will spend the day celebrating the woman who raised me. It is the one day a year everyone stops and thanks these women for the time and effort they put into supporting their families. Due to my economic status—broke, college student—I usually make my mom a nice dinner and offer to do chores she spends her “spare time” accomplishing. After all, it is about giving our moms a special day, not necessarily the money spent.

However, others must feel differently or be in better economic standing than I, because Mother’s Day is one of our nation’s largest gift-giving holidays.  According to National Retail Federation, Americans are expected to spend $18.6 billion on the holiday this year, with the average consumer spending $150.

As a brand, standing out among your competition is one of the most important Mother’s Day marketing strategies.  This can be achieved through various tactics, but the key is to be creative and avoid falling into a typical advertising routine. Make sure to take advantage of the emotional appeal the holiday holds and the relationships the day celebrates.

Mother’s Day is the perfect time to use the social media sites your company—hopefully—already has.  Never under estimate the power of social media. Facebook, Twitter, and YouTube can be just as helpful as any advertising campaign.

As part of your social media marketing strategy, hosting a contest is a tactic that connects all your various forms of social media and can increase company exposure. Mother’s Day contests can vary depending on the product or service provided by your company, but there is a perfect contest out there for everyone.

Try hosting a ‘Why We Love Mom’ video contest. Spouses can help their children create videos sharing why their mom is so special and upload the entries to YouTube. Urge your following, on both Facebook and Twitter, to comment on their favorite video. Those participating in the contest will also be encouraging their own friends and family to comment. These friends and family members could be an audience your company has never reached before. The video with the most comments at the end of the contest wins and receives a special gift for their extraordinary mom. This gets your brand extra attention during the holiday craze. And depending on the scale of the contest, it may even generate media buzz.

Mother’s Day is a great holiday to start making use of the newest social media trend, Pinterest. People who use Pinterest most are females between the ages of 25 and 54—sounds like moms to me. If your company sells items or services moms would love, start pinning pictures of your offerings. Make sure each picture links users back to your company website. Mothers will then be able to like and repin your pictures for all of their followers to see.

Additionally, an inexpensive, subtle way to attract Mother’s Day shoppers is to create a blog featuring mothers. This can be done on your company’s website. By highlighting some of the mothers within your company and sharing what they want most out of the holiday, it will not only show customers your company honors moms, but it also gives shoppers extra ideas and showcases what your company has to offer moms.

Mother’s Day may only come around once a year, but that doesn’t mean you should use the same old marketing campaign. Utilizing social media outlets will provide your company with an inexpensive approach to reach your target audience. Take the advertising money you’ll end up saving and spend it on the special mom in your life.

I often forget there is such a thing as “reading for pleasure.” High schoolers stack their lockers and bedside tables with fraying copies of “How to Read Literature like a Professor” and various borrowed “Spark Notes.” Liberal Arts students are dragged through the dusty halls of libraries, falling prey to tactical explanations of AP Style and Robert’s Rules of Order. Once you’ve freed yourself from structured academia, it’s common to fall into a professional routine. When are you supposed to have time to sit down and read for fun?

Luckily, for those of us in the communication sphere of the business world, we can enjoy reading for both pleasure and profession. Inspired by Gini Dietrich’s article, “Reading Fiction Helps Your Career” and Geoff Livingston’s “Nine Books for Communicators,” I decided to put together a short list of reads I think are helpful to those in the PR, marketing, communications, and advertising fields. Whether fiction or nonfiction, these books are both enjoyable and informative.

The Dragonfly Effect – Jennifer Aaker, Andy Smith, Carlye Adler

“The Dragonfly Effect” is a written model that takes concepts from social media, marketing strategy, and consumer psychology to help readers accomplish a solitary, tangible goal. The effect is named after “the only insect that can move swiftly in any direction, and even hover, when its four wings are moving in harmony.” The book flutters around the four “wings” of the model – Focus, Grab Attention, Engage, and Take Action. While the book seems like a straightforward approach to marketing tactics, it wraps the reader into a concept that leads to change – for the better.

The Tipping Point – Malcolm Gladwell

Gladwell’s “The Tipping Point: How Little Things Can Make a Big Difference” orbits around the thought that ideas, behaviors, products and messages spread through society like viruses. The book selects “three rules of epidemics” or “agents of change” that are visible in all major tipping points of change. If you look beyond the message of the book itself, Gladwell’s writing is a model for communicators. He does a wonderful job connecting with the reader, making you feel aware and eager to learn more.

How to Win Friends and Influence People – Dale Carnegie

Published in 1936, before Twitter, Facebook, and even the Internet itself, Carnegie’s “How to Win Friends and Influence People” is a classic self-help manual for business professionals. What I really like about this book is the fact it’s rooted in a personal, face-to-face approach that is truly the best way to go about building a network. People got along just fine without social media for decades, maybe it’s about time we get back to the past and see what an old-fashioned handshake has over a “friend request.”

For Whom the Bell Tolls – Ernest Hemingway

Besides the fact I have an outstanding appreciation for Hemingway’s work, I agree with Geoff Livingston in his recommendation of this novel. While yes, this is a fictional novel, the beauty of having this on my list goes beyond literary content. Hemingway was essentially the first tweeter. His style is short, sweet and to the point, much like the 140-character personality of Twitter’s posts. See what you can learn about fitting so much thought into so little space while engrossing yourself in the story of main character Robert Jordan’s experience as a dynamiter during the Spanish Civil War.

I hope you’ll take the opportunity to grab a cup of coffee, find a comfortable chair and dive into a book that will open your mind to new business concepts and put a smile on your face.