McDonald’s may have learned this lesson the hard way this week. Have you followed the backlash against the company on Twitter? Its #McDStories hashtag didn’t generate tweets about fond memories from customers; it motivated a lot of users to post negative experiences that quickly crowded out positive feedback.

Give McDonald’s credit for trying again on the heels of a social media failure. The company stopped using the original hashtag within hours and introduced a new one shortly thereafter. The #littlethings hashtag encourages users to share small moments in their lives that bring joy, not just experiences about McDonald’s. The replacement hashtag appears to be effective, so far, and it isn’t generating much of the antagonism and ugliness that its predecessor provoked.

This might sound like a meathead thing to say, but as we begin the New Year, remember that the steps to success with a new workout routine can also lead to gains in your communications strategy.

1. Take a look around before you hop on the exercise ball. Whether you spring for a few personal training sessions or just get the free tour, having a vet show you the ropes will pay dividends.

What kinds of dividends? You’ll be less likely to commit the cardinal sin of gym newbies: working out directly in front of the weight rack. Don’t do it. Ever.

Communications translation: Whether you are looking to step up internal or external efforts, or start utilizing a new social media platform, talk to someone who is already doing what you want to be doing. There are bigger landmines in the communications realm than blocking the kettle bells, and you need to know about them.

2. Be there for the right reasons. Bathing in cologne before your workout and ogling the Zumba instructor between reps do not qualify as “the right reasons.” It does, however, alienate the people around you.

Focus on your routine.

Communications translation: Make sure you have a legitimate answer to the question “Why should my message appear in this space?” If you think you should be on Facebook just because a lot of other people are there, think again. You should be on Facebook if your audience is on Facebook, and if you have the time and content to properly maintain the page. As the saying goes, “Having a bad page is worse than not having one at all.”

3. Commit. The only good thing about all of the resolutioners currently screwing with my morning routine is that most of them will be gone in two months … just when I’d be starting to get used to them.

Communications translation: Commit. Sorry, but it doesn’t get much simpler than that. No successful communications effort lasts 24 hours. Heck, even viral campaigns take a few days.

In short: Do some research, clarify your goals and stick to your plan. It’s that easy. And if you are looking for more tips on hitting the gym in the New Year, check out “The 27 Rules of Conquering the Gym” in The Wall Street Journal. It’s hilarious.  

In the years that Jerry Sandusky allegedly was raping young boys, Penn State coaches and administrators protected their own by not pressing the issue – more concerned about their football program than about children.

As the news of the scandal broke, Penn State students again protected their own by rallying in Joe Paterno’s front yard. Paterno led the students in cheers, as if this were the time for a public display of Nittany Lion pride.

When Penn State’s board of trust announced Paterno’s firing, there were audible gasps of disbelief from the room – apparently even members of the local media were so bought-in to the football program that they were shocked by news (news the rest of the country applauded). Many Penn State fans complained that Paterno’s firing could have been handled better – as if that was the tragedy in all of this. In the most regrettable display of all, Penn State students rioted over the fact that their football coach had been fired.

From a public relations perspective, this is a clear reminder that one of the most important ways we can serve our clients is to provide an outsider’s view. Many in the Penn State community apparently were too close to the situation to see what was obvious to just about everyone on the outside: as the PSU loyalists were scurrying about circling the wagons (rallying for their coach, chanting fight songs, standing strong for their alma mater!), the rest of us could see that the wagons were already ablaze.

As PR people, we often try so hard to gain a spot in our client’s inner circle, and in most ways it does help us do our jobs better when we have a seat at the table. But in doing so, we must not sacrifice our ability to help our clients see the truths that are evident to everyone but them. Only then can we help them begin to rebuild public trust and their reputations.

- Andrew Maraniss

I cannot recall why I had become so angry at the article Mr. Lewis had written that day; perhaps it had something to do with being 18 and stubborn as a mule or simply the fact that I wanted to disagree with him that day. Whatever it was, I felt compelled enough to write about it. After reading his article I put down The Tennessean and headed straight for the computer. I was armed with his email address and my keyboard. Twenty minutes later I pushed the send button and awaited his reply. In the meantime I vented to my mother about how wrong he was and how right I was. I mentioned Mr. Lewis by name only in passing, focusing instead on my argument; but his name had caught the attention of my mom. I was seated at our kitchen table still rambling on before she finally stopped me and cautioned me to be mindful of my words. In her loving yet stern motherly voice she tempered my anger by instilling in me the notion that just because you can yell the loudest does not mean you should drown out others.

I had described my triumphant email to her, and she seemed disappointed, not that I had disagreed, but the manner in which I had done so. “Words are powerful tools, and it is how you use them that determine what kind of person you are,” she told me. I was about to learn just how true her motherly wisdom was. As I sat there stewing at the kitchen table I had not realized that my mom had vanished out of the kitchen and was making her way toward her room. To say I was perplexed was an understatement. She is not one to just leave a room unannounced, much less in the middle of a teaching moment.

A few minutes later she returned and handed me an old clipped article from The Tennessean. There was Dwight Lewis’ familiar face staring back at me, albeit a little younger Dwight, but nonetheless him. The paper had faded with the years, and as I scanned to the title I could only stare blankly at the words I was reading, “Kennedy Knew What Truly Counted.” The article publication date was listed as January 29, 1998, three days after my father Jim Kennedy, former deputy governor to Governor Ned R. McWherter, had died unexpectedly. I sat there and started to read the words Dwight had composed and began to cry. I use the word compose because Dwight’s words were composed like Mozart composed a symphony. He brought my father to life like bagpipes do to the notes of Amazing Grace. It had been 10 years since my father had died of a heart attack while playing tennis, and like the paper I was holding in my hand, my memories of him had faded.

Dwight began to tell a story about a phone call he had had with my dad a few days before Christmas about a recent story regarding a grand jury hearing that my dad had been seated on. My dad let Dwight know that he did not want to be “the source” for the information; rather he just wanted the full story to be looked into because the he felt the public deserved to know. My dad was suspicious of the work that the DA’s office had done because of the time frame of the investigation, and after the story was investigated his hunch proved to be right. But the point of the story is not who was right or who was wrong; it is that honesty is what truly counts. If you are honest, you have nothing to hide, nothing to fear. The public deserved to know the full story no matter the consequences because it was their right. A title or a position does not make one privy to being above the law. My dad trusted Dwight and knew he would do the right thing; he would publish the honest truth regardless of what it was because the public deserved to know.

Most of the memories I have now are times that stick out in every child’s life; either I was in a lot of trouble or I had done something really good. I remember the night I refused to say yes ma’am to mom before my dad slammed on the car brakes, reached back, grabbed my leg, looked me in the face and informed me that I would respond with “yes ma’am” and “no ma’am” and there would be no questions asked. Needless to say, I still say my sirs and ma’ams today. I remember the last time I saw him, telling him I would wait until he got home to watch the Super Bowl, only to have him never come back. I remember his laugh and his contagious sense of humor that could put everyone around him at ease. I remember his love for his boss, former Gov. Ned R McWherter, and everything he stood for. He was a man of love, character and honesty, just like the man my dad hoped I would one day become.

Well dad, I have to say you owe Dwight Lewis a few beers one day because his article helped me to understand what you wanted in life not just for me but for every person, what it meant to be a decent human being. Dwight, my dad may not be around to thank you for your words but for both us I say thank you. For my family I say thank you. You have given us a gift that will give forever. I wish there were more people out there like you, a man of love, character, honesty, and not to mention a heck of a writer. Life brings many obstacles, but because of Dwight Lewis I have one less to navigate. A little boy who had searched for his dad now has him forever thanks to a few honest words by Dwight Lewis. My mom was right; words are powerful tools and it is how you use them that determine what kind of person you are. I am thankful that Dwight Lewis used his words to make a difference and speak for those who cannot.

After some brain fumbling, I went online and paid the registration fee. What I didn’t know at the time was that my grandfather would pass away that very day, six hours after I paid the registration fee.

Sad – that’s what I was. He had been sick for a while, so it wasn’t a complete shock. Motivated – not in the least bit, at least not at that moment. I have always enjoyed walking, but I couldn’t even imagine myself running a quarter of a mile. Why in the world did I sign up to do this?

Then it dawned on me. I can do this. I can do this for him, in his memory. I may not be able to run the full thing or even half of it, but I am going to try at least. I can do this for my husband, who loves running. I can do this for my two small kids, who love my newfound energy. I can do this for ME.

The moral of the story is sometimes it’s all in your head. Don’t do the old “I think I can, I think I can” song and dance; just get out and do it. This doesn’t speak just to running, but to life in general.

Push yourself beyond your normal day-to-day limits and your whole world will be a new place. Mine is.

As a fairly fresh, young professional living in what I believe is one of the best cities for recent graduates (especially those of the SEC), I’ve found the most effective way to establish roots and build both business and personal relationships is to pack the social calendar.

I’ll admit, though, that I’m often the first to complain about a busy schedule:

I struggle to balance a busy social and professional development schedule with the downtime this introvert needs to recharge her batteries. But, as a family-free young professional, I know I will never have more free time than I do now. Carpe diem, Elizabeth. Get out there and be active.

I don’t necessarily mean taking up extreme activities like skydiving or roller derby – but how about a kickball league or trivia night? Visiting a new museum? Attending a fundraising gala? Taking advantage of Tennessee’s outdoor offerings? Signing up for a class or volunteering with a nonprofit organization? Joining a professional organization?

The key to not feeling overwhelmed is twofold:

1. Pinpoint activities that genuinely interest you.
2. Never feel guilty for discontinuing an activity you are not genuinely enjoying.

When planning my schedule for the month, I find it helpful to regularly browse a variety of blogs, websites, e-newsletters and magazines (and keep an eye on Twitter, of course). A few resources I find particularly helpful are below.

Once you have pinpointed the activities you are interested in, the only thing left to do is get out there! See you around town, Nashville. Come say hello (if you can track me down) via Twitter or Foursquare.

This month’s ruling from the National Labor Relations Board is the latest decision establishing that employees have the right to share their opinions about their jobs online. The NLRB determined that employees who were fired for alleged off-duty harrassment of another employee on Facebook must be rehired. That’s going to be awkward.

Despite this development, don’t lose sight of the fact that your conduct, whether online or offline, is likely to reflect on your employer even when you are not on the job. You may not be fired for what you share on the Internet, but posting something offensive could still be harmful to your company and your career.

Social media users spend virtually all of their time online keeping up with the latest updates from their friends and other sources they follow, and social media sites and advertisers are taking notice. Looking for a cure for “banner blindness,” users’ tendency to ignore advertising, both Facebook and Twitter are expected to cautiously begin adding promoted content directly to their social streams. Neither platform wants to do anything that might turn off users, but both need to do something to keep advertisers plugged in.

Until now, the news feed has been sacred ground reserved solely for content that users have chosen to subscribe to see, but that’s about to change. How it changes, and how users respond, will shape the future of how we consume content online.

What began as a nonviolent protest in response to the shooting of Mark Duggan quickly turned chaotic and dangerous after a few hours.

Many blame the rapid progression of violence on the communications abilities that social media provides. Outraged British citizens first rallied together on a Facebook page in memory of Duggan, and then took to the streets, torching buses, looting stores and creating mayhem. Participants received numerous messages via Twitter, Facebook and Blackberry Messenger to join in the action and to then upload footage and post text detailing their involvement. The accessibility of social media and its ability to rapidly and widely disseminate information caused the events to spiral into an all-out war between citizens and police personnel.

While social media has the potential to evolve into a forum of grievances and a launching pad for orchestrated violence, it also has the ability to serve as a community space for unifying for good.

Nashvillians were witness to the benefits of instant access to information in the spring of 2010 during the unprecedented flooding that engulfed the city. During this time, citizens received updates on the locations of standing water and the damage done and, afterward, were provided with ways to help rebuild the community.

Currently, Londoners are following the #riotcleanup hashtag in an effort to restore their community and to re-establish Twitter as a positive social medium.

Ultimately, the public should reflect on the message they are attempting to send and the possible consequences of their actions before literally broadcasting their text to the entire world.

Social media itself is neither a force for evil nor a force for good; it is the people who use it who inject it with meaning. Many messages deserve to be condemned, but don’t condemn the medium in the process.

Dear Danny,

Earlier this week, I received a Google Alert regarding one of my clients. That client, who I will call “Norma,” is a national organization with hundreds of offices. According to my Google Alert, one of those offices just created a Google+ account.

Initially, I was excited that someone within my client’s ranks was taking advantage of a new communication tool. Then, I was concerned Norma might get caught up in Google’s booting of brands. Later still, I felt the need to remind Norma that it can be beneficial to explore a new platform personally before planting the official corporate flag online.

Now, I am just conflicted. What should I do?

Google+ (or minus?) in Music City

Dear Minus,

Judging from the fact that none of your concerns had anything to do with Norma’s content, I’m going to assume you are at least not freaked out by her actual Google+ strategy, just that she’s on there and you didn’t know about it.

As a communications professional, that’s a justifiable reaction. Nobody likes to be on the receiving end of a media clip containing something about a client’s communications strategy that you didn’t already know.

But, I see this as a positive. I see an opportunity for you to flex your social media muscles in front of Norma (and who doesn’t like to put on a gun show for the ladies now and then?).

Check in with Norma. Tell her you saw that she’s on Google+. If you like her approach so far, let her know. Let her know why too. Share your concerns by mentioning Mashable’s Google+ workaround and the possibility that she’ll need to recreate the wheel once brand pages are released.

These are just a few ways you can show Norma that you are paying attention, that you have her best interests at heart and that you know what you are talking about (even though you are obviously a little late in having this particular conversation).

Sincerely,

Danny

P.S. – A few disclaimers regarding this blog entry:

1. Based on actual events.
2. I am Dear Danny … and Google+ (or minus?) in Music City.
3. I’ve never been to a gun show, of the bench press or ballistic variety. But, come on, how often do you have the chance to hyperlink to the Mr. Olympia home page?