We are also announcing this year’s panel topics: Creating Compelling Brand Content; Online Reputation Management; and Online and Offline Word of Mouth: The Perfect Combination.

Keynote speaker, Jason Falls, author of “No Bullshit Social Media: The All-Business, No Hype Guide to Social Media Marketing”, will help answer the burning question: what about ROI?

The detailed line up and additional panelists will be announced soon, but meanwhile, don’t forget to purchase your tickets before the early bird registration date closes one week from today – January 27, 2012. Visit the website to learn more about the event.

The new functionality incorporates the content of Google+ users into the search results of anyone connected to that user. This means, if I run a Google search looking for good wine bars in the Gaslamp area, it’s quite possible that photos posted by my friends who attended San Diego Wine Wednesday at Proper Gastro Pub would populate in my results, along with the standard search results for that particular term. This new search system has some benefits, but also has some people longing to return to how things used to be.

There are two levels on which people seem to be upset about Google Search, plus Your World: concern over privacy, and annoyance at irrelevant results cluttering up searches for breaking news. Those concerned with not finding pertinent results should consider hiding Google+ results or switching to a new search engine altogether. By giving preference to Google+ content, Google Search, plus Your World pushes more informative results, like company websites, Wikipedia pages or news sites, to the bottom of the page. For those worried about privacy, this change serves as yet another reminder that anything made public on a social media profile is out there for the world to see.

This change provides both an opportunity and a challenge for brands. We already know developing content for a Google+ profile is important for a brand because Google admitted having a brand page on their social network would yield higher results in Google searches. Now we know that a brand’s Google+ content is even more likely to be seen by people who have placed the brand in their circles. However, it also means your company’s actual website and other non-Google+ content will be harder to find when a customer searches your name.

It’s important to note the added exposure to your brand’s social media content is limited to Google+ pages. Don’t expect your company’s Facebook page or Twitter account to be getting equal real estate any time soon. This change in search results is clearly pointed at giving exposure to Google’s burgeoning social network, not all social networks in general, and it’s made at least one other social network unhappy.

As more than 62 million Google+ users navigate the murky waters of their new search results, we wonder if Google will acknowledge the public’s dissatisfaction with its recent move. What’s your opinion on these changes? Have they given you a reason to favor Google over other search engines or look for a replacement? Let us know your thoughts in the comments below.

After a sell-out event in 2011, we are excited to be again hosting the San Diego Social Media Symposium, a one-day event designed to bring together leaders in public relations, academia and the business community to talk about social media and how it is impacting our respective industries. Now in its third year, the San Diego Social Media Symposium is about more than social media tactics – it’s about social media strategy. Check out the event website and be sure to get your tickets now to secure the early bird discount: http://sdsocialmediasymposium.com/

Google+ is Google’s foray into social networking, but it’s more than that. It’s Google’s attempt to figure out sharing and why people go to different sites. And, oh yeah, it’s also indexed by the No. 1 search engine in the world. Google+ is already integrated with YouTube, Blogger, Gmail, Picasa Web, Reader, and Google Music, so it’s worth paying attention to.

Who’s On It?

Google+ already has more than 62 million people signed up and an estimated 625,000 people are added each day. If Google+ continues to grow at this rate, the social media platform will have 100 million users by the end of February. While not nearly that many people are active users yet, there’s a collective feeling that users are “waiting for the party to start.” If you want to see who’s on the social network, search for individuals on FindPeopleOnPlus.com. Some brands already using Google+ include Diet Coke, Volkswagen and Intel.

Where Do Brands Fit In?

Because public posts go quickly to Google search results and more people are joining everyday, it’s worth considering setting up a Google+ page for your business. If you do, don’t forget to add a Google+ button to your website too because not only will the content posted your page end up in Google’s search results, Google also adds up all the “+1” clicks your brand receives on Google+, on your company website and in search results to determine your brand’s relevancy.

Therefore, Google+ could be beneficial to increasing a brand’s visibility and providing an audience that is likely to share the content. For example, it could be a good place to direct people to watch video content (since it’s shareable) or you can use your account to search for people asking questions related to your business. You can even conduct a Hangout (video chat) with up to 10 people for meetings.

How Will People Find Your Brand’s Page?

Google has released Google Plus Direct Connect that allows Google users who add a “+” after the name of a company to be sent directly to the business’ page for Google+. Your company will be added to the directory once you create the Google+ button for your brand page and company website. Be aware, however, that, just like Facebook brand pages, Google+ won’t allow you to add people – your fans must find you first. A brand cannot add a person to its page’s circles unless the person has added the brand to his or her circles first.

Of course you’ll want to make sure Google+ (and social media in general) is an appropriate tactic to support your marketing, communications and branding strategies, and you’ll want to ensure you have the resources to properly build and manage the page. For example, did you know Google+ doesn’t currently allow contests and promotions on Google+ pages? The platform is brand new so it’s important to stay current on the latest information. See what others are doing, stay up-to date on social media changes and trends by reading the NST Blog and sites like Mashable, and then begin brainstorming ways you could use Google+ to build your business.

How Do You Use It?

Once you determine you have the resources to manage a page, it’s time to determine who will be a part of that team. As of Monday morning, Google announced you can now delegate up to 50 managers as administrators for your page, but you’ll want to make sure those able to access your page can communicate within your company’s guidelines. Also, a new notification flow will ensure that these managers stay in the loop on all the activity that takes place on a page, giving managers the ability to stay involved in page conversations. Google+ will also show an aggregated count of users that have engaged with your brand page, either by +1’ing it or by adding it to a Circle. This way, both you and your brand page’s visitors can get an at-a-glance summary of who is interacting with your page. For more details, check out the Google blog.

Google has launched a pilot program that has granted a few companies early access to third-party apps like HootSuite, Involved and Buddy Media to manage their Google+ brand pages, but until these apps are rolled out to all companies and personal users, you’ll have to regularly spend time within the program (which we’d recommend doing anyway).

If you have questions about Google+, would like help drafting your company’s social media guidelines, or want to determine if Google+ should be a part of your marketing plan, please let us know and we’d be happy to help.

The Top 10 Best and Worst Communicators of 2011

http://www.ragan.com/Main/Articles/44113.aspx

Social Networking Lessons of 2011
http://www.entrepreneur.com/article/222413

Top 10 Viral Videos of 2011

http://newsfeed.time.com/2011/12/09/the-top-10-viral-videos-of-2011/

Top 7 PR Disasters of 2011

http://www.ragan.com/Main/Articles/Top_7_PR_disasters_of_2011_44046.aspx

Marketing’s Biggest Social Media Blunders of 2011
http://adage.com/article/special-report-book-of-tens-2011/marketing-s-biggest-social-media-blunders-2011/231503/

#PRin2012: 12 Trends That Will Change Public Relations

http://prsay.prsa.org/index.php/2011/12/19/12-trends-for-public-relations-in-2012/

8 Social Media Trends for 2012
http://spinsucks.com/social-media/eight-social-media-trends-for-2012/

5 Things PR Pros can expect in 2012

http://www.prdaily.com/Main/Articles/10255.aspx

We’d love to hear your comments/additions to this list.

Bonnie asked the following question: How do you attract followers on Facebook without spending money on Facebook ads?

Answer: Many organizations are looking for ways to gain traction in social media with limited resources. In NST’s experience, purchasing Facebook ads can be a relatively low-cost way of gaining fans, but it is by no means the only way to up your number of followers.

Start by placing the link to your Facebook page on all of your organization’s communications platforms, both online and offline. Include it in email correspondence; place it on your website’s homepage and any other place your existing fan base is likely to see. Don’t forget the effects word-of-mouth can have – tell all employees, volunteers, and friends and family to spread the word, too.

It’s also important for your brand page to follow other pages – think of who your key stakeholders or gatekeepers are and have your brand page “like” them on Facebook. By engaging with pages that have a following similar to the fans you desire, you’ll be more likely to get some crossover “likes” on your page.

Offer Facebook-only specials, deals or promotions to your Facebook fans – like a coupon, discount code or important information – highlight that on your custom landing page. Give potential fans an incentive to “like” your brand’s page, and you’ll likely see an increase in your followers.

Lastly, remember to be strategic and consistent in your Facebook posting. Your existing and potential fans will want to see that they receive access to valuable content by visiting your page. Post updates regularly and engage with fans to keep them interested in what you have to say. What information do your fans like? Review your Facebook page analytics on a regular basis to find out what content gets the most likes and comments. This will help guide the content on your page so you are posting engaging information your followers want to read.

Our first question comes from Kari: Do you recommend a customized welcome tab for Facebook Pages?

Answer: Yes, we recommend not only creating a customized welcome tab, but also creating other customized tabs and content for a brand or organization’s Facebook page. With more than 800 million active users on Facebook, a customized tab will encourage people to “like” your brand’s page and help you stand out among the other pages. A customized tab also allows you to highlight new promotions or activities (such as a contest), and gives your Facebook fans another reason to visit your page. Think of customized tabs as a way to showcase your brand’s elevator speech online and have some fun in the process.

Here are some examples of customized tabs created by NST:

WD-40

Space Bag

Ocean Mist Farms

These were just a few of the facts highlighted on screens throughout Proper Gastro Pub during this week’s San Diego Wine Wednesday gathering. The sold out event, presented by Nuffer, Smith, Tucker and the Word of Mouth Marketing Association (WOMMA), was designed to give people an opportunity to chat about the latest social media trends, best practices, lessons learned and what to expect in the future (with a beverage in hand, of course).

Our very own Bill Trumpfheller highlighted some trends that has our team buzzing about:

NST and WOMMA Host Wine Wednesday

• The growth in mobile – consumers increasingly use on-the-go forms of communication
• The cultural shift in privacy concerns – a growing divide between privacy advocates and those willing to share everything
• The growth of e-commerce throughout social media, and how it will drive deeper brand loyalty
• Simpler content generation and sharing, and how brands can cut through the clutter
• The future for social media and word-of-mouth marketing is changing and unknown, but at the end of the day it’s about recognizing that a happy customer is the greatest endorsement.

Thanks to Proper Gastro Pub, who provided great service, delicious wine and appetizers, and a stunning view of Petco Park, and congrats to Kari Luu from Harrah’s Rincon, who won a free ticket to the upcoming San Diego Social Media Symposium by posting her own burning social media question on our listening board!

You can check out photos of the event on NST’s Facebook page, and help us continue the dialogue year-round by posting on the wall and interacting with each of us on Twitter (just follow #NSTPR). Also, please share your ideas for the upcoming San Diego Social Media Symposium by going to SDSocialMediaSymposium.com.

Many consumers went to multiple stores looking to receive a free 7.11-ounce sample of the brain freeze-inducing treats, but left empty handed when samples ran out.

Sure, no big deal, we all know these things come with a “while supplies last” caveat, but not “while free cups last.” Stores stopped giving away samples because they had run out of the special sample size cups, but full-size Slurpees were still available for purchase in many locations.

This left a lot of consumers scratching their heads and calling the supposed “bait and switch” tactic a “scam” on social media sites. Fuel was added to the fire when a USA Today article alluded that the 38 percent sales spike seen during last year’s promotion prompted the company to revisit the promotion again this year.

Sales figures are one of the most critical (who am I kidding, THE most critical) aspects of a company’s success, and while increases in sales are important, so is the longevity of the relationship with the consumer. My guess is the promotion probably hit its sales goals, but is more than likely missing the mark when it comes to increasing consumer trust and loyalty.

There are several free QR code generators out there, including Kaywa and bit.ly, but that doesn’t mean using it’s the best marketing tool for everyone. You still have to develop compelling content for what you’re directing people to and make sure it’s an appropriate tactic to support your marketing and communication strategies. While some think QR codes will eventually take over the world, chances are many of your customers still haven’t heard about them and don’t regularly scan them on their smartphones yet. So keep expectations for success realistic and let us know if you need any help utilizing QR codes as part of your marketing efforts.