New York, NY – March 24, 2010–The New Rules of Marketing and PR is more than just a book by keynote speaker David Meerman Scott, @dmscott, at this week’s Search Engine Strategies Conference in New York, where Lisa Buyer is presenting on the News Search Optimization panel and moderating two more: Search PR and The Social Butterfly.

“Social media is a game changer for marketers,” said Buyer, President and CEO of The Buyer Group. “Public Relations professionals especially need to adjust the strategy, and it’s important for CEOs and CMOs to support and understand this critical shift in communication.”

Here are some of @lisabuyer’s favorite Tweets of PR, social media and SEO wisdom from #SESNY:

Hire an in-house SEO manager that fits your corporate culture, tip from Joe Laratro SEO Expert @jlaratro via #sesny
29 minutes ago via TweetDeck

Heading to see @jlaratro talk about how to bring and manage SEO in-house #sesny, a must attend! #CEO #SEO
about 1 hours ago via TweetDeck

Good #sesny Morning! Sipping @starbucks latte and preparing for News Search Optimization panel at 2:45 today! #CMO #CEO #PR see you there
about 3 hours ago via TweetDeck

RT @toprank: RT @Ponderful: Social Media Tracker Viralheat Gets An Upgrade w/ Facebook, Twitalyzer + Klout Integrtion http://tcrn.ch/alPNG1
about 3 hours ago via TweetDeck

@byronwhite says create a content marketing plan and look at content interactions #sesny
about 18 hours ago via web

Met with Facebook today about client fan pages and integrating Facebook Connect #sesny
about 18 hours ago via web

Last session of the day: creating great content! #sesny
about 18 hours ago via web

Marketers not always best to decide on what works, letting users decide by testing images and call to actions for best results #sesny
about 20 hours ago via web

Not enough these days to optimize an html page, ALL digital assets need to be optimized to be found in search resultsl #sesny Erika Brown
about 21 hours ago via TweetDeck

Ha! Are you here!? RT @googleandblog: @lisabuyer do u have any sisters with restaurants in NYC too like in Chicago?
about 21 hours ago via TweetDeck

RT @mikemorisi: All 3 of you rock! @danswiniarski @RichSoviero and @DawnConnelly. #ShopToEarth leaders who GIVE energy don’t take it!!
about 21 hours ago via TweetDeck

awwww….RT @BrianTomkins: Sandra Bullock Is Now SINGLE On Facebook http://bit.ly/cB4Hjp
about 22 hours ago via TweetDeck

SES rocks! #CEO #CMO RT @matt_mcgowan: @aimclear @dominik_johnson thank you for the kind words and agreed this show is where it’s at! #sesny
about 24 hours ago via TweetDeck

Companies need to take inventory of digital assets, blog is centerpiece of #socialmedia strategy says @leeodden , I agree #sesny5
about 24 hours ago via TweetDeck

@leeodden talks about holistic SEO, digital asset optimization. Congrats on http://bit.ly/ZXtCn success #sesny5
about 24 hours ago via TweetDeck

Digital asset tip from Yahoo’s Josh Cobb: On the Internet you are either ahead or behind, don’t strive for perfection #sesny5
about 24 hours ago via TweetDeck

RT @prsarahevans: Nearly half the traffic (47%) that #Twitter generates falls into the news category. http://j.mp/9wPcfh
11:02 AM Mar 23rd via TweetDeck

Me too! RT @aimclear: #SESNY Digital Asset Optimization http://bit.ly/aZPOv4 Mark Knowles, President & CEO, Pixelsilk, Inc. is speaking
10:51 AM Mar 23rd via TweetDeck

Lose control – if you want people to share content says @dmscott, #sesny keynote speaker #CEO control freaks are you listening?
9:52 AM Mar 23rd via TweetDeck

Buying and begging for attention is OUT. Publishing good content via blogs + youtube for attention is IN . via @dmscott #sesny
9:38 AM Mar 23rd via TweetDeck

For more information, join the conversation on Twitter by following @lisabuyer and @SESConf.

About Lisa Buyer
http://www.thebuyergroup.com/60-seconds-with-lisa

About SES New York
http://www.searchenginestrategies.com/newyork/

By: Matt Innes

Tiger Woods didn’t turn himself into the first athlete to earn $1 billion without proving he was capable of dramatic comebacks and improbable victories.

As news continues to swirl in the aftermath of Woods’ public apology, fans and sponsors keep dropping like the PGA Tour’s television ratings, causing many to question Tiger’s strategy for mending his reputation and repairing his image.

I have speculated Tiger’s current spokesman and communications advisor, former head of public relations at the oft media maligned Augusta National Golf Course Glenn Greenspan, has contributed to his head in the sand communications approach. (Stay tuned for more on Glenn “No Comment” Greenspan next week)

Whatever the reasons are behind Tiger’s wilting brand and image, online-reputation expert Rhea Drysdale outlined 6 Steps to Rebuild Tiger’s Online Reputation:

1. Be More Accessible

It is essential Tiger opens up to his fans, peers and press to show he is taking steps in the right direction and sincere about these changes.

2. Create Positive News Mentions

Fill the ever-evolving search results with high profile and fresh news through highly syndicated and reputable outlets.

3. Utilize his Web site – tigerwoods.com

“Tiger should take a cue from Chris Anderson, the curator of TED, who recently apologized in style on his blog for remarks made during Sarah Silverman’s provocative performance at the 2010 TED Conference.”

4. Audit his social profiles

Secure the rights to Tiger Woods on all relevant social media sites and use these profiles to augment his search results and point to other favorable search results like his charitable foundation and Web site.

5. Get more social

Connect with his most loyal fans and provide insight into the changes Tiger is attempting to make. He can keep his personal life private while still interacting and bumping negative news off the first page of Google search results.

6. Monitor his brand

As Tiger puts himself out there, it is important to monitor how he is being received. Services like Radian 6 or Visible Technologies measure public opinion over time.

Drysdale concluded, “If Tiger Woods can put himself on major news channels, deliver honest interviews and effectively use social media to discuss his next steps, he can rebuild his online reputation. Proactive reputation monitoring and management is a key to online success.”

To read the whole article and find in depth discussion of each step, visit CNN Tech at http://bit.ly/cBMUGt.

As millions worldwide watched a stoic, unfamiliar Tiger Woods admit wrongdoing and attempt to repair an image shattered by secrecy and sex, reactions on Twitter were as diverse and polarizing as Tiger’s mistresses. Much has been made about Tiger’s public relations response, or lack thereof, since the golf icon’s single car crash in November and stories of infidelity flooded the news.

Today, The Buyer Group was monitoring the public’s reaction online and has compiled a collection of Tweets. Feel free to leave your own thoughts in the comments section, or join the conversation online with @thebuyergroup or @mattinnes

@lisabuyer Dear Tiger Woods integrity and entitlement are usually not from the same soul, but A for effort, action will speak louder

@WarriorsForever Tiger could’ve done more w/less. no need to get angry, talk about religion – just apologize, apologize again

@LeBatardShow Rehab or not, tiger’s stiffness continues to be a problem.

@rscinetti Now we’re in the part of the press conference where he tells us that he’s not going to tell us anything. #tiger

@AlanShipnuck Tiger did himself a world of good with his remarks. It made him human again. I think lotsa people will now be rooting for him to get better.

@j_lantz only true way to measure ANYONE’s sincerity is by their actions. time will tell if Tiger meant what he just said. PERIOD.

@DavidKamerer Dear Tiger Woods: 1. apologize. 2. do the work that shows you’re sincere. 3. play golf excellently. 4. let time go by. Repeat as needed.

@AlanShipnuck TW launched his legend w/an iconic hug w/his dad at the 97 Masters. The lasting image of his personal reclamation will be a teary hug w/Mom.

@TheBigLead pple asking: What else could Tiger have done? IMO, his words were great, but no notes would have been 100% better. too coached, crafted

@EricFisherSBJ Apology, plea for privacy, heavy mention of charity. Straight from the playbook. Yawn.

@ChrisMottram What did cynics expect? Hard to show emotion reading a statement. Off the cuff would’ve been disaster.

@Mashable Tiger Woods Press Conference Draws 683,000 Views on Ustream – http://bit.ly/bs1Nnj.

Did you know 1 out of 8 couples married in the U.S. last year met via social media, according to our favorite site www.mashable.com. Talk about chemistry!

As an interactive PR agency, The Buyer Group says people need a reason to interact with you on social media. It’s kind of like building a little chemistry for that first kiss. If you can’t relate by being engaging, entertaining or humorous, not only will you get the awkward “turn-of-the-cheek move” on your date’s doorstep, but your efforts on Facebook and Twitter could be all for not.

This notion was backed by my recent trip to PubCon Las Vegas. I met Jennifer Laycock, editor of SearchEngineGuide.com: A small business guide to search marketing. As a PubCon panelist Laylock summed up how to successfully relate online.

Seven Tips to Build Relationships on Social Media

1.    Listen. Find out what makes customers happy, what they are saying and what changes you can make. Get personal insights on media or bloggers, and find a common point for interaction.

2.    Be romantic. Relationships require work and effort. Use Yelp or Google Reviews to identify loyal and passionate customers. Encourage and invite these customers to take part in your business through special offers.

3.    No sex on the first date. Long-term customer relationships don’t develop over night. Invest the time, and be confident that the “score” will come.

4.    Don’t pretend to be someone else. Be yourself. Insincerity is easy to recognize online.

5.    Make yourself available. You need to put yourself out there and find a way to interact with customers. Wallflowers won’t make the cut in social media. Interaction and conversations are key.

6.    Seek out the right match. The right connections may not be available through every social media channel.  Find out which sites your key publics frequent and engage with them there.  It is easier to connect with customers on their terms than trying to attract them to a new forum.

7.    Value the long-term relationship. Accomplish this by delivering value time and time again. It is far cheaper to keep a customer than to get a new customer, so give them reasons to come back.

So forget the cheesy pick-up lines and go for quality in social media interaction. The best relationships are those developed slow and steady.

Things will never be the same…

It may sound like a break up line, but in business, it’s true. Social media and search are changing how we do business – including everything from customer service to online branding to marketing.

Looking for me this week?  Follow me on Twitter.com/lisabuyer for status tweets. (And if you’re wondering what Twitter is, then ummmm, we should talk.)

I’m a speaker at PubCon Las Vegas, a national search marketing and social media conference. You can find me on the panel “PR Experts and Twitter,” but better yet – I’m attending the coolest sessions, hand picked for today’s PR strategies.

How valuable is all this?

P-R-I-C-E-L-E-S-S – especially in this economy – forget about the way things used to be done, it’s a whole new ball game. Question is: Are you on the field or in the stands?

Check out my agenda for the next few days:

• Behind the scenes headquarter tour of e-commerce powerhouse Zappos
• Reputation Monitoring and Management
• Online Brand Management Strategies
• Using PR Campaigns to Grow Traffic
• Domain Names and Trademark Legal Issues
• Hot Trending Topics with Twitter
• Capitalizing on Twitter and Microblogging
• Killer Twitter Apps and how to apply them to PR
• Intersection of Search and Social Media
• Tracking Results

Interested in getting together to see how you can apply strategies to your biz? Let me know.

Send me a direct message on Twitter @lisabuyer or email me at lbuyer@thebuyergroup.com.

See you online,

Lisa

The CEO of Virgin, Richard Branson, is the face of his company’s social media presence.