But that’s no excuse. And baby I’m back!

With 2009’s closing came all the lists—top ten social media campaigns, top ten reasons to use social media, top ten reasons social media is signaling the end of the world.

I’d like to take a look at the good things happening in social media on a daily basis. On the myriad of job interviews I had, I was always asked for an example of a company that was doing social media right. As simple as it seems, I had a hard time answering the question. While some companies are clearly clueless about social media (or just plain scared of it), others have at least a piece or two of the puzzle in place. Very few have flawless, complete campaigns.

There are many parts to a comprehensive, ROI-skeptic-beating social media strategy. I’m not here to discuss that. However, I would like to highlight six different characteristics of successful social media campaigns—and examples of companies doing them right. (Please note that no two social media strategies are the same, and the goals and therefore components should mirror that.)

Interact!

At its core, social media is all about interaction. Your Twitter account shouldn’t just be an automatic, robot-resembling feed through which you schedule marketing messages. What value does that provide to your followers? 1-800-FLOWERS does something unconventional on a daily basis. They search for Twitter users who have a birthday on that given day, and randomly select one lucky winner to receive a free bouquet of birthday flowers. It’s fun, it’s interactive, and who doesn’t love a good bouquet of flowers?

Encourage Customer Loyalty

At the end of the day, social media is a part of your business that should help drive sales. One of the easiest, most archetypal ways to encourage sales is through customer loyalty programs. Tasti D-lite is introducing customer loyalty programs 2.0 via Foursquare and Twitter. Mashable explains it much better than I ever could. Basically, though, with each check-in on Foursquare or mention on Twitter, consumers rack up points, which can mean free frozen yogurt. And that, my friends, is delightful.

Leverage Content and Cross-Promote

You’ve signed up for Twitter and Facebook—but now what? What happens to all that “old” content you aggregated for your “old school” website? Use it, silly! Any videos, documents, etc. that live on your website should be promoted via social media (although, please, not in a sales-y way). It’s a great way to drive traffic to your site, all without getting on your knees and begging for it. You should also be cross-promoting all social media presences on the other platforms. (For example, promote YouTube and Facebook on Twitter, Twitter and YouTube on Facebook, etc. Got it? Good.) Southwest Airlines does a great job of this via their all-encompassing blog—who could forget their legendary YouTube video? That’s right, it was cross-promoted on all platforms.

Utilize Organic WOM

So many marketers struggle with this question: is a view a view, no matter where it lives? If something goes viral on platforms or accounts unrelated to the official company account(s), should it still be considered a success? It still gets the word out there in one of the most effective ways possible: organic and viral word of mouth (and no, that is not the latest and scariest STD to hit New York City). It doesn’t force the issue and it’s not sales-y (because it doesn’t come from your sales and marketing team). It may even make fun of your product (I think that’s how Snuggies have made so much money…). Don’t be afraid. And don’t run and hide when something out of your control goes viral. Conan O’Brien certainly didn’t create the photo of him that has been spreading like wildfire via Twitpic and Facebook profile photos. That, combined with his personal statement, has positioned NBC as the bad guys. It seems everyone is Team Coco.

Change Negative Perceptions

So many companies are terrified to get into the conversation, but they’re only hurting themselves. Social media isn’t about control—you cannot control what customers say about you or your products. You can, however, respond to their complaints, and—here’s the crazy part—actually help them! Doing it publicly through a public channel like Twitter spreads the word further than a simple one-on-one conversation could. Comcast, as it has been highly documented, has done a great job of this.

Show Exclusives / Behind the Scenes

Showing exclusives or giving a behind the scenes look at a company (or movie, or concert, or runway show, or…) gives users an incentive to follow or fan you. Ann Taylor, as a brand, has quickly reinvented itself from something a little more blasé, into something more modern and professional, yet appropriate for office-to-cocktails days that is the lifestyle for so many young professionals. Part of that is the new company president and new lead designer—and part of it is its social media program. I love the updates they provide on Facebook showing their own staff members in their own Ann Taylor digs. Not only are their employees great spokespeople for the brand, but it gives fans ideas on how to fit different styles into their very own wardrobes.

Credit: Ann Taylor Official Facebook Page

What are your favorite examples of social media done right?

But I do have some news.

Last week I started a new job…A new job which I love.

I have a new post ready to publish–ok, so about 90% ready to publish–I have just been busy adjusting to the new job and haven’t had time to even open my Macbook at home. Yes, it’s feeling lonely and shunned.

New post soon, my friends.

Last week, I attended the BlogHer NYC Holiday Party. I met some fabulous ladies (and a few gents!), and the conversation was a mirrored reflection of their exterior: striking, chic, and up-to-the-minute on trends and news alike.

@MeghanButler, @CiaoChessa, and me! at Pranna

More than a few ladies asked me, “Why did you start a blog?” A simple enough question, yes, but I found that my response didn’t quite match why I originally thought I started this blog.

I like to write, of course. But my answers were more of the “I feel like I can actually have a voice in my industry,” and “I want to explore upcoming trends and issues in social media” variety.

Some people blog on behalf of corporations. For others, blogging’s merely a fun hobby and a way to connect with others. For others still, it’s a great way to update friends and family on what’s going on in his or her life. No matter what it is, it is important to have a purpose when writing anything. (Insert flashbacks to high school English class here.)

I’ll be the first to admit that I am a far cry from LAF or Sasha Halima. And yet—I am not trying to be them. As much as I respect these ladies and many other people who blog about the industry, it’s vital to not attempt emulation. Fashion can be replicated and be accepted as flattery—but thoughts, ideas, and innovation are exceptionally one’s own. There is a fine line between inspiration and imitation.

So—what’s this post’s point? Simply said, I have a renewed motivation to actively explore those trends and issues I preached about while at BlogHer. A new sense of needing to connect with people. And I will do so with this very blog.

Sticky notes abound on my Macbook’s desktop, full of blog post topics and other ideas. This post is a vow to finally resolve the purpose of those sticky notes and bring them to fruition.

Why do you blog?

Continue to assume normal business hours

One of the first mistakes I made during my unemployment was staying up late and sleeping until mid-morning. Sure, I would get the recommended eight hours of sleep a night, but at what cost? It was hard to get my motivation up and my butt moving when I did finally wake up. I’ve learned the hard way that by keeping at least similar hours to those I would have if I were employed, I might lose a few precious moments of sleep, but I gain so much more in productivity. It’ll also make the transition into employment that much easier.

Set personal deadlines

If you’re anything like me, you thrive in a fast-paced, deadline-driven atmosphere. There’s nothing like being under the pressure of the clock. Well, in unemployment, the one luxury you’ve got is time. At first, I had all of these plans, lists of things I yearned to accomplish during my permanent vacation. However, I wasn’t actually translating that to results. Once I started keeping a calendar and to-do lists with actual due dates, that all changed.

Assess your personal motivation, optimism, and yes, balls

Being unemployed will test you. Period. It’s not easy to have to force yourself out of bed everyday full of motivation and determination in the job search (especially in this economy). You’ve got to put yourself out there and really make yourself stand out from the other hundreds of applicants wanting your job. Looking good on paper is no longer enough to climb the latter that is your career. You’ve got to stay positive. While you might not land every job you feel confidently about, negativity begets negativity. And no one likes a Debbie Downer.

Market yourself

This is especially important for those of us in the PR/marketing/advertising industries. It’s one thing to have the skills to promote a Fortune 500 company, but can you translate that expertise to marketing your party-of-one? It can be at times thankless (there will be no “You’re doing a great job! Thank you so much!” emails from your client), but in the long run, you’ll only have yourself to thank when you land your next job.

Expand your horizons

People with full-time jobs can sometimes get stuck in the same old routine (but hey—they’re busy). Now that you have a little—ok, a lot—more time on your hands, take the opportunity and do some things you ordinarily would not get to do. Even if you’re on a strict budget, there are plenty of free things to do (especially in New York City). Check out free museum nights, free concerts in Central Park, hell, even volunteer (walking dogs is my new weekly hobby). Who knows, you might even find a new passion or meet someone with knowledge about a job.

Question your standards

Sure, we all might think our poo doesn’t stink. That we could walk on water if we really tried. I hate to break it to you, folks, but the competition is pretty stiff out there. Even if you’ve taken a year of your life to teach English to children in Africa, there’s someone who’s done it for two years. You might think you deserve the corner office with a view, but don’t be afraid to take a position that is slightly less than your dream job.

Get by on less (Or, as I like to call it: Ballin’ on a budget)

As New Yorkers, we sometimes get a little spoiled, especially in the food & beverage and shopping domains. If you’re used to ordering take out or eating out every night, I’m sorry to break this to you, but that thing in your kitchen is not just a place to store your sweaters in the summer. It’s called an oven—use it. It’ll most likely be good for your waistband, too (and, no, I am not calling you fat). By the way, I know you’re used to $50 bottles of wine…but that $10 bottle will not kill you. (This post wouldn’t have been written without a $7 bottle, in fact.) And, I promise, it won’t kill you to withdraw from your weekly SoHo shopping trips either.

Test your personal relationships

The thing about losing your job is, it doesn’t just affect you. If it goes on long enough, it will probably have adverse effects on those around you as well. This is another thing I’ve had to learn the very hard way. The stress and constant anxiety of the job search caused me to alienate my family. They would keep on asking me if I’d found a job yet and offer their unsolicited advice; I, of course, took this as them nagging me negatively, but in reality, they were just showing they care. It also has tested my relationship with my significant other. Our lifestyle together changed drastically with the loss of the second income; instead of nights out wining and dining in lower Manhattan, we now have movie nights at home with Cup Noodles. It might not sound glamorous, but I really think it’s brought us closer together. There’s nothing like the threat of alone time in the silence of your own apartment that will test your love.

Make time for self-reflection

I use the term “make” here tongue-in-cheek. You won’t have to make time. There will be plenty of it. And a lot of it will be spent looking back at what you’ve accomplished, what you could have done better, and what you wish you had done. A lot. Self-reflection, I think, has saved me a few trips to the shrink. It helps keep even the most jaded New Yorkers sane.

Network

This goes without saying and should be done even if you do have a job, but for the unemployed, it is that much more important. Network online, IRL (in-real-life for those not savvy in internet lingo), at the grocery store, and when volunteering. Your networking switch should never be off. I’ve made so many contacts and, yes, even friends, that may seem by chance, but in reality it was through networking and not being afraid to put myself out there.

Credit: bloggersbase.com

Take it from me, being unemployed is tough. It sucks. While I am not one who is satisfied with sitting at home all day—I have that urge, that need, that itch to work—it makes me sleep a little better at night knowing I can at least carry these lessons learned with me in the future and to my next office (or cubicle).

But scratch that.  After attending an invite-only Social Darwinism panel discussion on Monday, I’ve changed my mind.  Among the panel participants were Paul Argenti and Courtney Barnes, coauthors of the new book, “Digital Strategies for Powerful Corporate Communications.”

Via ebooks.com

It was a great event—in the great venue of the 50^th floor of the McGraw-Hill Companies building—and although I have yet to read the book for which the event was intended, as soon as I finish this post I am heading straight to Barnes & Noble.  Having conversed with Mr. Argenti via Twitter and email, he is truly an expert in corporate communications of all sorts, and modest at that.

I encourage you all to check out the #digistrat feed on Twitter to gain more insight; here are my top ten highlights of the interactive panel (straight from my Twitter account):

“Companies used to control…companies used to target. Those days are over.” @paulargenti at #digistrat

“Use social media as a means to change the nature of journalism” @johnabyrne at #digistrat

“Create convo & relationships w/ the thought that it can be = or more than = value to the reader” @johnabyrne at #digistrat

“The nature of search–google–is becoming ‘social search’…the function of google is now integrated” @courtneymbarnes at #digistrat

“People are at this very min talking abt us…with or without us. People trust info from other people like themselves” @jnjcomm at #digistrat

“Allow ppl to cmt…what do u do with it? Realize the audience can talk back–and provide info” @jnjcomm at #digistrat

“Elmnts like search, vids, wbcsts, etc r now part of ur arsenal. Take advantage bc others will. Its the only way 2 b successful” #digistrat

Orgs r usually geared twd 1way comm. Socmed moves twd r’ships. Move w authority, b flexible, talk in open & unrestricted way #digistrat

Measurement of ROI is difficult. How do u measure loyalty and participation? #digistrat

Ask urself – what are we trying to acheive w an integrated approach? Its all abt goals, ppl! #digistrat

For Pete’s sake–order it now!