Author: Bonnie Harris

If you’ve ever doubted the importance of careful keyword selection when writing blog articles or doing anything else online, I’ve got a great example for you out of my own situational files. While I’m very careful about inserting effective keywords when writing articles, and put a lot of thought into titles or headlines; I’d never really paid much attention to how the name I choose to use has affected by online presence. The thing that you need to know about me is that I use whichever last name seems more convenient at any given time. Sometimes I’m “Beth Hodgson” other times “I’m Beth Graddon-Hodgson”. Much to my husband’s dismay , I don’t think I’ll be using the former online anymore. Here’s why: • Beth Hodgson is not unique, Beth Graddon-Hodgson is. People trying to find me online are getting this gal instead . While she may have red hair and a husband whose name starts with “J” as well, I don’t live in California or have a guinea pig named Snowball. • Point one is causing people to modify their queries. If people searching for me don’t know to throw ‘Graddon’ in there, they’re adding something else to hunt me down. ‘Beth Hodgson WriteSourcing’ ‘Beth Hodgson Toronto’ ‘Beth Hodgson Canada’ and ‘Beth Hodgson writing’. I’m not only hard to find, but this little point is throwing off my ranking success!

Thanks to freelancer Mariana Ashley for this piece.  Many of our readers struggle with the choice, especially with companies beginning to hire again, whether to suffer the slings and arrows of self-employment/entrepreneurship or to go back to a corporate career. Neither choice is "right" or "wrong" - but if you do choose to return to corporate life, here are some great suggestions for the transition! The recent economic recession has not only changed the face of the market, but also the state of jobs. Work is becoming more difficult to come by, and with so many people facing a bleak financial future if they stay on their current career paths, it is no surprise that many freelancers in the public relations field are now going back to full-time positions in order to make ends meet. Transitioning from freelancing to working full-time can be tough. Before you can even make that change, however, you will need to find a job. If you are still looking to stick within public relations, look for leads with your past clients and update your resume to reflect all of your freelance experience. You may also need to brush up on your interview skills if you have not been in the job market for a particularly long time.

Legacy seems to be a very popular name for marketing firms, or so I found out when I googled "marketing legacy" to try to get ideas for this blog post. Lyric Marketing's blog tells me in order to leave a good legacy I have to be authentic, provide valuable content, show my personality..I'm sure all these things are true but they really don't help me understand what that legacy thing actually is. The legal guys say it's a gift of personal property. The dictionary guys say it's anything handed down from the past. Christians seem to write a lot about leaving a good legacy for their children. Environmentalists talk about leaving a legacy that includes a healthier planet. eHow even has an article about leaving a good legacy through your writing. I once wrote about how marketing karma could help or hinder your business. I think I'm going to have to solve this "legacy" question by giving you a list of questions to ask yourself about your product or service. (And to be fair, I've answered them as well)

[caption id="attachment_2879" align="alignright" width="300" caption="Terrill/AP"][/caption] With as much emphasis as we marketers make on the appeal of youth and beauty to promote products, I thought it was interesting that the best moments came at the 2011 Academy Awards came not from the young, gorgeous hosts there to pull in the elusive 18-34....the best Oscar moments came from the older crowd.  There are some lessons we can learn from last night's broadcast. First, let's talk about James Franco and Anne Hathaway. I thought he was a rather odd choice given all of the really funny younger comedians available.

There's a new wave of journalism being funded by various non-profits and academic institutions and one of the most interesting is Spot.us The site has gotten a flurry of big media hits lately and social media marketers are scrambling to figure out how to incorporate Spot.us into their outreach strategies. Here's what Spot.us says is their mission:

I wrote a while ago about how to tell if your PR person was "doing the dance" .  In other words, are they full of rosy promises accompanied by a fat retainer that never really gets you any good placements? Now that businesses seem to be doing a bit better  there are several who are thinking about investing in public relations once again. Thankfully, the last two years have weeded out some of the worst communications and PR people freelancers  but there are still quite a few hacks out there. I often compare finding  a PR person to choosing a plastic surgeon. You really are picking the person or agency who is going to be presenting your new "face" to the media and subsequently the entire public. Here are a few things I would suggest...PR's please add some of your own!