From the monthly archives:

October 2010

Ask anyone who knows me and they’ll tell you I love Halloween.

In my opinion, it’s ten times better than Christmas and Thanksgiving…combined. Think about it. It’s a holiday that breaks all of the rules. We dress up in outrageous costumes, stay out late roaming around after dark and take candy from strangers. It’s every kid’s dream come true.

But why? What is it about Halloween that captures our imagination?

Halloween really says a lot about us as a culture. Not only does it tip the hat to the olden days, when we were much more superstitious and afraid of the dark, it also gives us a chance to make light of our old fears and celebrate the season.

Truth be told, Halloween (as we know it today) is a mishmash of several older holidays. One of the oldest was Samhain, a Celtic holiday celebrating the end of the harvest season and honoring the dead. They built bonfires and “party-goers” dressed up in animal costumes while their druids told their fortunes.

When the Romans came to the British Isles, they brought with them two holidays of their own, combining them with the Celtic Samhain. The festival of Feralia was one of the days in the longer holiday Parentalia, which celebrated their ancestors and family members. Feralia had a more frightening theme,  however. At midnight, the heads of the Roman families would attempt to banish the less benign family spirits back to the spirit world, preventing misfortune in the upcoming year. The next day they celebrated their success with feasts.

The second holiday the Romans brought with them was a celebration honoring the goddess Pomona. Pomona was a harvest goddess, so it only made sense that with the fall harvest coming in, a feast to offer thanks was in order.

It wasn’t until later that Christianity caught up on the Halloween fun. In 837 A.D., Pope Boniface IV declared that November 1st was All Saint’s Day, hoping to draw people into Christianity and away from the old celebrations. Like before, however, All Saint’s Day blended together with Samhain, Pomona and Feralia, rather than simply replacing them.

That’s great, you say, but what about trick or treat? Don’t worry, I haven’t forgotten.

Trick or treating actually started somewhere between the 10th and 14th centuries. Children would go door to door asking for “soul cakes” in return for prayers for the dead. It’s also thought that Celtic children would go door to door collecting firewood for the bonfires. It only made sense to add in the costumes!

Even with the history lesson in mind, why is Halloween still lingering around like the Ghost of Holidays Past? I think it has to do with two things:

  1. People love to party. Any reason we can come up with to celebrate will do. When better to have a holiday than when the leaves are turning every shade under the sun right before the cold weather sets in?
  2. We like being scared. Why else would horror flicks still be as popular as they are?

Halloween hearkens back to the days when our ancestors huddled around the fireplace telling each other scary stories and wondering what was really outside making those noises. Not so long ago, we lived in a time where ghosts and goblins and monsters seemed a very real threat. After all, it was only a few hundred years ago when we were afraid of witches. To this day, we still have ghost hunters looking for the things that go bump in the night.

We like being scared and remember a time when scary things were everywhere. Halloween lets us indulge in being scared while still being rational, modern individuals.

So this Halloween, when you and the other ghosts and ghouls are safe inside lording over your horde of candy and watching your favorite Halloween flick, take some time to really enjoy the season. Remember where it comes from and should something go bump in the night, relax. After all, it’s just a bunch of Hocus Pocus!

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Ain't nothing like a Fall ride.

It was a beautiful fall day. I couldn’t have asked for more.

My motorcycle was fresh out of the shop and the sun’s rays melted upon the Earth. Even the faint scent of freshly applied road tar beckoned for me to do nothing but ride. Indulging in this moment of bonding between a man and his machine, I threw on my helmet and navigated towards my favorite rustic, rural county driving roads.

A mid-October temperature of about seventy degrees, combined with the picturesque reds, yellows and oranges of leaves abandoning their trees can make for a beautiful, mind-clearing motorcycle ride. Like a noble, steel steed, my old 1981 Suzuki café racer roared down the twisting back roads and howled down country straightaways. Gliding swiftly over the pavement below, I found myself in a place of zen and retreated into the recesses of my thoughts, contemplating my journey thus far as a Conversational Marketing Expert (CME) with Incept.

Being a CME doesn’t just mean recruiting blood donors or helping clients find solutions. It’s literally a title reserved for those who just “get” people and embrace all sides of being conversational.

As I continued to thunder along on my day trip, three things about my job at Incept stuck out in my mind:

  1. My conversation skills have increased. Naturally, talking to hundreds of people a week can have that effect, but conversation goes way beyond talking. My listening skills have improved tenfold, something for which I am deeply grateful. For me, it is easy to talk about myself, but it has always been a struggle listening to others. That is something I am challenged to work on each day, putting my own advice into practice when listening to the needs of a blood donor. This is also something I’ve learned to embrace in my personal life among my family and friends. Sharpening my conversation skills is an indefinite, ongoing process.
  2. I am proud of the results of my work. When it is time to leave Incept for the day, I am generally proud of what I have accomplished. I feel my superiors strive to give me the tools to succeed, and I feel like there is a purpose in what I do. Finding real purpose in an occupation is something that many people have a hard time doing. I am lucky because at Incept I feel my purpose fulfilled every day after I schedule a blood donor to donate. It is not a feeling of exasperation or relief when the day is over, but rather a sense of pride in that I actually affect the world positively.
  3. Incept is a Family. Growing as a human being is a lifelong process. Of course, when a caterpillar becomes a butterfly it does not happen in a day. The same can be said about growing as a CME. I can’t help that I am infatuated with people and glad to have found an company that supports that aspect of my personality. I no longer see myself as just another pawn of a corporation, but legitimately bettering who I am as a human with responsibility, camaraderie and purpose. I have grown very close with many of my coworkers and can honestly say I have legitimate respect for my bosses on both a professional and personal level. Coming to work is definitely awesome when I have a room full of friends greeting me at the start of every shift.

PUTT-PUTT-PUTT!

As my motorcycle proceeded to let me know it needed gas, I pulled into the near by service station. As I took off my helmet, I couldn’t help but smile. I felt inside that I finally had found a place where I can picture myself sticking around for a long time. It goes along with the old saying, “Find a job you love, and you’ll never work a day in your life.” What can I say? It’s growing on me!

Do you have an employer you’re proud to work for? Looking for employment opportunities in the area of Canton, Ohio? Drop us a line in the comments!

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I recently had the chance to start working with Kathie Manchester from the Rhode Island Blood Center. The Rhode Island Blood Center is on the front lines of using social media to engage blood donors. What follows is a transcript of a Twitter interview I did with Kathie (@RIBloodCenter).

1.) @Stephen_Incept: I’d like to get a snapshot of “What” you guys do… can you explain it for me?

@RIBloodCenter: Our mission is to provide a safe, adequate & cost-effective blood supply for the patients & hospitals we serve.

2.) @Stephen_Incept: How many hospitals do you supply or support?

@RIBloodCenter: We supply all 11 hospitals in RI, as well as help support various other hospitals in southern New England.

3.) @Stephen_Incept: Can you estimate about how many blood drives you have annually?

@RIBloodCenter: We hold about 10 drives daily over 355 days per year. So about 3,550 total.

@RIBloodCenter: We also have 5 Donor Centers open various days & hours during the week.

4.) @Stephen_Incept: Awesome! You guys just had ‘Tweet-N-Greet’ Blood Drive earlier this month, correct?

@RIBloodCenter: It was actually our 2nd! We’re bringing our social media friends together in unique venues to donate & mingle!

@RIBloodCenter: It works just like a networking TweetUp.

5.) @Stephen_Incept: Cool. What was the thought process behind combining social media & blood drives?

@RIBloodCenter: It’s a way to bring like-minded people together to do good for the community, talk, laugh & network.

@RIBloodCenter: It brings us closer to our donors.

6.) @Stephen_Incept: What social media platforms do you use to engage with your blood donors?

@RIBloodCenter: We’re on Facebook, Twitter, MySpace, YouTube, and we have a corp website, as well as a podcast site.

7.) @Stephen_Incept: How are you using those social media platforms to engage your donors?

@RIBloodCenter: Blood Drive announcements, weather closings, news, fun events & general conversations. We RT & engage on a social level.

8.) @Stephen_Incept: What kind of response have you received from donors to social media interactions?

@RIBloodCenter: Well received! We continue to grow the donor base. Donors talk to us, let us know when they’re in to donate & challenge each other to come in.

@RIBloodCenter: Some donors ask questions like, “Can I donate if…” or “Where is a drive near me?” and get a quick response. It’s just-in-time communication.

@RIBloodCenter: Once you’ve set the expectation that you always answer, you need to stay on it & be available. It’s a great customer service if you can do it.

9.) @Stephen_Incept: Plans for the future of social media & the Rhode Island Blood Center?

@RIBloodCenter: Expand use of 4Square. We also offer Nutshell mail as a social media aggregator to donors. Releasing live chat on our website & hopefully blogging.

@RIBloodCenter: It’s about being where donors are & having constant presence. Watching for the “next great thing” that is not a fad. Look how Twitter changed.

10.) @Stephen_Incept: Well thanks for sharing! The floor is yours, any last thoughts?

@RIBloodCenter: Social media is about putting a human in touch on a corporate image. Being social. Having fun but remembering you represent the company.

@RIBloodCenter: This media is expanding, you need to be in it, on it, understanding it, measuring it. Traditional media is supplemented with social media.

@RIBloodCenter: Nonprofits face different issues with measuring success, as we aren’t selling. We have nothing to give away!

@RIBloodCenter: So the power of social media is to get people to hear your message & act on it. That is your measurement. And we need to make sure it’s fun for donors!

At Incept, we have a value that reads, “Everyone’s A Customer.” The team at the Rhode Island Blood Center is using social media to engage their customers: their donors! Social media is what their donors are using, so the blood center adapted to fit their customer’s demands.

How are you using social media to help your customers?

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A question that often arises from many Conversational Marketing Experts (CMEs) at Incept, with things being finalized in our new Internet Conversational Marketing Expert (iCME) division, is this: “How do I get in?”

Many of our CMEs have additional talents – some that we try to spotlight in our video series, such as writing, filming, editing and blogging. I tell them the things that would make the biggest difference (from an outside perspective) and see where they stand with their ability or dedication to social engagement. I always tell people the things they need to do to prove they’re interested in joining the department prior to our next opening:

  • Engage on the page. Incept’s Facebook page isn’t just the main channel of fluid communication, from the new CME still in training all the way up the VP of Contact Center Results, it also embodies our company culture in videos, photos, recognition and new updates. If any CMEs become a part of that engagement, they become a part of the content we engineer every day. Even our President was able to tell me how funny it is that when he walks through the contact center, he now knows certain CMEs by name simply from seeing their faces on the Facebook page.
  • Create engagement driving content. Can you come up with an idea, statement, question or content that will ultimately drive another person to engage afterward? There are several different topics, approaches and visual affects that encourage engagement from various people. Being able to understand and leverage this for each business is an important step of lead generation.
  • Bring ideas to the table. The best people to work with are the people that are overflowing with ideas, suggestions, possibilities and goals. Genuine enthusiasm to help the group (as a whole) always outweighs the individual that merely wants to become a part of the department because it’s something they would like to do. Staying open-minded and looking at ideas from every angle helps to uncover just who the linchpins are within an organization.

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When I speak with blood donors, as a Conversational Marketing Expert (CME) at Incept, I tell them that their blood donation can potentially save not just one life, but three!

What a motivating statistic! When you give blood, you can help save the life of a teenager injured in a car accident, a mom battling breast cancer and a firefighter suffering from severe burns. But how is that possible? How is one pint of blood capable of saving three different people?

Human blood can be separated into three main components for transfusion: red cells, platelets and plasma. When you give a whole blood donation, you’re giving all three components. After the blood is tested, the blood components are separated, and when patients receive a blood transfusion, they receive a certain number of units (depending on their condition). According to www.bloodbook.com, the average liver transplant requires 40 units of red blood cells and 30 units of platelets.

When you donate whole blood, about 45% of that donation is red blood cells, roughly 55% is plasma and less than 1% is platelets. Because some donors aren’t able to give the same amount of blood as others – and because there are other fluids in the blood that also make up the volume – it is difficult to standardize how many donations equal one unit of transfusional blood.

Generally speaking, though, to obtain one unit of transfusional red cells, you need that component from two whole blood donations. So those 40 units of red cells used in a liver transplant could have come from 80 different people, all pitching in to save one life (and all the same blood type, of course). Several whole blood components of platelets are needed to equal one dose, but a single aphresis (platelets only) donation yields the same amount. One unit of platelets for the liver transplant could have come from one person electing for an aphresis donation or as many as five or six whole blood donors. So as many as 180 donors (30 units multiplied by 6 donors) may have contributed to the platelets needed for the liver transplant.

When you donate whole blood, your red cells go to a trauma victim, your platelets to a cancer patient and your plasma to a burn victim. Three lives from one pint of blood, and one of those lives could be someone you love!

What type of blood donation do you give? Whole blood? Red cells? Platelets? Plasma?

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I recently celebrated my one-year anniversary with Incept.

I began as a CME, but now I’m an iCME. However, I’ve been a single mom for the majority of my adult life. In this role as a single mom, I have not only had to be the nurturer but also the disciplinarian and the bread winner. I’ve done it all – from working at fast food restaurants and call centers to eight years of working as a temp at various locations throughout Canton, OH.

Being the sole provider can sometimes get in the way of all the other parental responsibilities I need to focus on – like spending time with my kids and helping them develop into productive citizens. But here at Incept, things are different!

I am very fortunate (as we all are) to work for a company that not only values me as an employee but also as a member of their “family.” Our company culture focus is on being present – both in our work and home lives. We have found a place to thrive and grow, as individuals and as a corporate entity. My Incept family has been there for me – and my kids – through the good times and the bad. They’ve encouraged me, supported me, been my transportation to and from work, and valued my opinions and my skills/abilities. I can’t help but be thankful for such a phenomenal family/workplace combination!

I also know I’m not the only single mom/CME here at Incept. So, firstly, I wanted to “raise a glass” to all my sisters! Great job, ladies! Keep up the good work, both here and at home!

Being a member of the Social Media Department, I plan to follow up this blog post with a video presentation, spotlighting as many single moms as possible. I think, as part of the Incept company culture focus, we should be recognized! We carry on two full-time jobs: parent and Incept employee. Some of us are even attending college! Balance is essential!

That being said, are you one of the single moms who’d like to be in my “Single Mom/CME” spotlight video?

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Send it to the right person/Audience

Like many Americans, I write letters to the editor and make comments on various websites.

Sometimes it’s about something I want my congressman to do. Other times, it’s probably just as likely to be my agreeing or disagreeing with something that a friend has posted on their blog or Facebook page.  You never know when something you write might “go viral” in a positive sense.

Put your idea down on paper

Last weekend I decided to write a letter regarding an issue I care about. The topic is not important here, only the reaction to what I wrote. I first emailed the letter to a friend in Mexico who changed a few details but suggested that we and several others sign it as a letter to the editor for a newspaper in Mexico City. That happened on Sunday.

On Monday, the letter was published and I was glad to see it. Later I received an email asking me if I would appear on a news radio program in Mexico to discuss it, to which I gladly agreed. Tuesday morning the radio station called and recorded my interview. In the afternoon I noticed that the same letter had been republished on a website in Spain. It had also reached several Facebook pages.

I woke up Wednesday to see that the same letter had been republished yet again, this time in a newspaper in the Basque Country (located between Spain and France). This caused the letter to be resent in emails and also resulted in more and more people sending me Friend Requests on Facebook.

Listen to your idea as it crosses mediums

It keeps spreading from pen to radio dial to webpage

It would appear that I “hit a single” with the letter and turned it into a “home run.” But how? First, I identified the audience I wanted to reach, which was varied. The language meant that it could have impact in several places – even separate continents -at the same time. Second, I knew how to identify a strong primary target so that the message would move and be read by even more people. From there on I just let things play out as I hoped they would.

In marketing with new social media we can reach an unknown amount of people by knowing what our audiences like to read and then providing it. It is not an easy talent to teach; in fact, it takes a lot of time and effort around the subject you are interested in. It also demands knowledge of the new social media and its capabilities. Since they are still evolving technologies, we still don’t know how profoundly we are really reaching people.

I have a few good questions to finish with: If, for example, you wanted to get people to donate more blood (so that there are no more shortages), who would your target audience be? How would you reach them? How would you target a specific audience to act as a force multiplier? Trust me, it can be done. Oh, by the way, today I just received two emails from U.S. Senators regarding my letter.

Sometimes if you give an idea the right path to follow it might just keep on going by itself.

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I never used to be a cat person, but, over the past few years, my opinion has changed. I have a little ball of fluff named Kid, and I can’t imagine coming home and not seeing her in the window


My cat Kid, communicator extraodinaire.

waiting for me at the end of the day. It’s strange, but I’ve actually learned a lot about communication from her.

They say it’s not what you say but how you say it. After having Kid for two years, I’m inclined to believe just that. She is not a particularly noisy cat – her verbal vocabulary consists of squeaks and purrs – but she has no trouble communicating with my husband and I. Like all well-trained humans, we’ve learned to translate what she’s trying to say.

It’s nothing elaborate like “two squeaks for yes, one for no,” (although we’re still working on that), but her “vocabulary” is still pretty complex.

How she holds her head and tail, where her eyes or ears are pointing or even something as simple as how she’s laying give great insight to how she’s feeling. Bursts of hyper energy mean my husband’s coming home, (don’t ask me how she knows, she just does) while pawing at the sliding glass door means there’s something tasty-looking in the backyard. Headbutts mean happiness and a flicking tail means she’s annoyed by us silly humans. It’s odd how such subtle gestures can speak volumes for someone who can’t “speak human.”

What about people who can though? Not counting the scores of donors I speak with every day, I probably talk to several dozen intelligent, fluently-English-speaking coworkers, friends and family members and all of them say a lot more than they realize without ever uttering a word.

It all comes down to body language.

I read a study that found very little of what we’re saying is just words alone. About 55% of communication comes from your body language, versus the 38% your tone of voice uses and the 7% that covers the actual words. Everything from eye contact to hand gestures gives insight into how someone is feeling.

You don’t even have to be talking to someone to read their body language. For example, someone standing with their arms crossed may be feeling defensive, while another person with their hands on their hips gives off an aggressive vibe. A person at a meeting leaning slightly forward in their chair and being still is attentive while their slouchy, fidgety neighbor is probably only hearing about every other word.

A lot of our nonverbal signals go back to that more primal part of our brain we tend to forget about. Humans are social animals with just as much (if not more) complex a social hierarchy than any animal. In any relationship or conversation, you have your dominant and submissive parties and that’s reflected in our body language.

Have you ever noticed how someone with a dominant personality or an angry parent seems bigger? No, they haven’t actually grown, but their body language makes it seem that way. Standing straight, feet set shoulder-width apart with an angry scowl can make nearly anyone seem bigger and more menacing. Trust me, my mom is just 5′2″, but there were times when I was growing up when I would have sworn she grew by two feet when I got in trouble!

"Of course I didn't eat your slipper. Please don't be mad at me..."

Submissive postures tend to do the opposite. With your head down and eyes lowered, you’re really showing that the other person is dominant and you’re ready to follow their lead. Slouching and touching your face or using small gestures also gives that impression. It’s the same nonverbal communication you see with wolves or dogs: head down, tail tucked and avoiding eye contact.

If you look at all of the great speakers in the world, they tend to have one thing in common: they’re very animated. Winston Churchill, John F. Kennedy and Martin Luther King Jr. all are famous for their moving speeches and all gave off an air of confidence. They used grand hand gestures and were never still, always moving around the stage and making eye contact. Yes, what they were saying was important, but it was their body language that made the speeches captivating.

Winston Churchill

So the next time you’re facing an interview or an angry parent or customer, remember what you’re telling them not just with your words but with your posture. After all, it’s not what you saying but how you saying it.

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As an advocate and spokesperson on the need for blood donors, I’m often faced with random questions easily answered via statistics and medical details. Almost a “CSI” answer I suppose – meaning all of the reasons to donate can be from the heart while defined by the numbers.

Having said that, there is always that one skeptical individual who seems to question every scientific theory and every survivor story or truly believes that one more donation just won’t make a substantial difference. While this skepticism can really grind one’s personal emotions, it’s important for me to listen and offer an objective response. At least that’s what I normally think.

After spending a week on the road participating in several events to thank donors, sponsors and blood centers in different parts of the Mid-Atlantic region, I stood engaged in a lengthy conversation about my personal story. During the conversation, a gentleman said (with the most condescending tone I’ve ever heard) that he, “Just doesn’t have the time and others are donating anyway.” Now, this isn’t the first time I’ve heard this response, but, for some reason, on this given day, it truly cut to the heart.

I suppose it may have been that I had already heard that this person went to the gym every day or that he had just returned from a two-week vacation in the Caribbean or even that he missed his poker night last week. Given those details (and a few others), I nidged the question of why he didn’t feel he had the time, stressing that it takes less than one hour to donate from start to finish.

He pontificated that his time was very valuable and that in a single hour he could make “X” amount of money. I gleaned from that statement that one hour of his time is more valuable to him than the life of another. Yes, I was able to keep cool while hot under the collar. I pried a little more and wanted to see if this individual had children or a wife (which he does). I simply asked, “What is their life worth to you?”

Of course, he quickly stated that their lives were more precious than money. Interesting… Following that answer, I asked, “If they needed blood, would you donate?” He hesitated but said, “Of course, I would!” My final statement/question to him was, “Is anyone’s life more valuable than the next?” He pondered the question and gave that ‘I just had an A-Ha moment’ look with his reply. “No. No life is more valuable than another. I shouldn’t just assume that others have donated or that there is always a reserve.”

In his own moment, in his own words, he understood that life is fragile. He went on to admit that he could give up an hour on a regular basis to donate, after all. Heck, his wife found the time to do so. She was already a regular donor, which is why he was at the event in the first place.

So as I left him, feeling a bit more warm and fuzzy, I thought to myself that there is no price for life or life’s moments. In this moment, I was confident that one more person would be saving lives and that his gift is just as priceless.

How much is a life worth to you?

[Rebecca Crosen Founder & Spokesperson - It’s Hip 2 Give]

www.hip2give.blogspot.com

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I began my Saturday morning shift by organizing my tabs in Safari based on the day’s priorities.

Dividing items by what is urgent and important, important but not urgent, urgent but not important, and neither of the two (at this time) gives me a constant balance of how the results of each day shift. Finishing a large video project can quickly turn into training the iCMEs in video editing. Engagement, conversion, acquiring and appreciating, retaining and re-activating, at any given moment, will achieve the best results. Fluid channels of communication through network emails or Incept’s Facebook page, which is now engaging the CMEs with a signup sheet (to be Incept’s profile picture on Facebook for a week with any of their friends in any place they find our logo branding), also help.

Once the action items and priorities begin to trickle down from several departments and levels of management, it becomes critical to know the order in which to accomplish tasks. As Nate Riggs told me, “The idea is not to work harder, it’s to work smarter.” Incept has been able to show me the best way, by following the same method they do in their “four square” daily assessments. Being able to prioritize tasks based on their urgency and importance – daily – always gives you the opportunity to reevaluate your position from the perspective of all the current short-term and long-term goals.

The 5 Tabs in My World have been reinvented and organized based on their priority, urgency and importance level.

The priorities that absolutely need to be accomplished today are moved to the front of my Safari tabs – in this case, they are my company emails (responding, initiating, and preparing for Monday).

The following tab is also my company email, but, today, the priority is to organize my inbox, move email replies and responses to designated folders to make sure each item has been addressed. Again, once Monday comes, there is a good chance my second tab will not be prioritizing my inbox but rather customized to how we are approaching Monday and the objectives for the week.

Then is the tab containing our admin blog page, allowing me to compose content, as well as read the content produced by others. Being able to write a blog post and read over the other posts written during the week gives me a better understanding of everything we produce, publish and have in reserve to organize the upcoming week’s schedule. It’s also a good reminder for engaging on other blogs by commenting.

The final two tabs today are HootSuite and Facebook: the engagement tabs. These are, most often, a pair in my mind. Even though I can utilize HootSuite to post on Facebook, it is good to get the widened sense of engagement by logging on to Facebook too. HootSuite is in front of Facebook because I am focusing on increasing my follower base today and then focusing on making sure to post content on our company page. Again, since it’s random and spontaneous engagement, it’s not urgent, but it is still important.

Having the ability to not only organize but to also prioritize, share and assess our daily tasks gives me a better understanding of the objectives ahead of me, while also keeping everyone in the loop each step of the way. Organizing my tabs is just an extra-minute time saver that can ultimately add up to several minutes as you efficiently jump from tab to tab in a continuous, fluid progression. With the way things continue to grow, develop and combine, don’t be suprised if there’s a Part 3 in the near future.

What do you and your organization do to make sure everyone’s individual tasks are being communicated on a priority level?

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