Setting Example: How Ethics Plays Out, And Pays Out

While I would never encourage someone to seek a position to be a whistleblower, Cheryl Eckard, the former global quality assurance manager of GlaxoSmithKline (GSK), demonstrated a near perfect example of how ethics ought to play out.

It's a lesson more public relations professionals and communicators might learn. As an industry, I sense many are still struggling to get it right. Well, it's more than a sense. I see exams that demonstrate ethics is approaching a crisis stage.

Eckard received $96 million of the settlement paid by the London-based company, which included $150 million in criminal fines and $600 million in civil penalties. The entire story makes an interesting case study in public relations. But for the purposes of the this post, the best lesson is how to approach ethical dilemmas inside a company.

How Eckard Approached Ethics Inside GlaxoSmithKline.

1. Eckard went to the Puerto Rico plant in August 2002 to correct manufacturing violations.
2. She discovered numerous violations, and suggested how those violations might be fixed.
3. She reported the problems to her superiors and the company's compliance department.
4. According to reports, neither the company nor the plant did anything to address the problems.
5. Eckard was eventually terminated, one year later, allegedly because of continuing to report problems.
6. Eckard turned whistleblower out of concern for consumer safety and public health.

The only area for improvement, keeping in mind it isn't clear if the company fired her prior to her realizing the company did not intend to take action, is Eckard could have resigned and still turned whistleblower. Any member of any company has an obligation to warn the public when all efforts to correct a problem internally have failed.

"We regret that we operated the Cidra facility in a manner that was inconsistent with current Good Manufacturing Practice (cGMP) requirements and with GSK's commitment to manufacturing quality," said PD Villarreal, senior vice president and head of global litigation. "GSK worked hard to resolve fully the manufacturing issues at the Cidra facility prior to its closure in 2009 and we are committed to continuous improvement in our manufacturing processes."

Most reports indicate the plant was in violation of safety standards through 2005. The settlement statement reinforces that the company has not received any additional FDA warning letters since 2005. The plant continued to operate until 2009.

Where Public Relations Professionals And Communicators Tend To Trip Up.

From what I have noted, public relations professionals and communicators tend to fall on the opposite extremes of ethics. Either they pounce, reporting and making public any problems (even if there are none) without giving anyone the opportunity to do the right thing. Or, they don't go far enough, following most steps correctly until it becomes time to resign.

Only about 50 percent say they would be prepared to resign. Only about two percent say they would go public after resigning, potentially allowing public safety problems to occur. This concerns me. It ought to concern you too.

While situations might call for variations, ethical dilemmas are best handled by raising the issue with the guilty party, allowing them to correct the mistake and report the problem on their own. If they do not, then the discovering party should report it up to supervisors until one of them takes action. If no one is willing to, then the next appropriate step is to resign, letting the company know you intend to go public. What else is there?

Making Snowmen: Two Social Media Views

While it is true I live in Las Vegas, I wasn't born here. I was born in the Midwest, where winters were always white and building snowmen is considered a skill set. It might not be a bad skill set for social media experts to learn too. Making even one snowman can teach you a little bit about social media.

How To Build A Social Media Program, Using Snow.

1. Test the snow. Some snow clumps better than other snow.
2. Shape a small handful, slowly adding to it over time.
3. Accumulate more snow, pressing each layer to keep it firm.
4. Repeat for each section, considering which might be a foundation and head.
5. Link your various sections together. Snowmen fall apart without proper links.
6. Be creative because content matters. A banana might make an unexpected nose.
7. Add a hat, scarf, or other apparel to give it an authentic and unique personality.
8. Snowmen aren't uncommon, but people still take time to see an amazing snowman.

Now, if you had some of the same experiences I had growing up, there always seemed to one or two kids who enjoyed taking credit for building snowmen, but didn't necessarily have any passion to do the work. It seemed silly to them to start out with a snowball, when snow covering a ball might do the trick just as nicely. All that air in the ball will add volume and save time.

How Not To Build A Social Media Program, Using Snow.

1. Find a ball or make a cutout to inflate your sections.
2. Pile snow around balls, hiding the artificial surface.
3. Don't skimp on linking. Links are the most important part.
4. Don't worry about being creative. People expect snowmen to look the same.
5. Steal someone else's hat, scarf, and apparel, turning it inside out to make it look real.
6. People will still stop by, and if they take a snapshot, nobody will be the wiser.

For the first couple of days, not everyone will be able to tell the snowman apart from the real thing (especially if the original had time to replace the stolen clothes). But eventually, they will.

Artificial snowmen don't hold up as well in bad weather (or if the days turn warmer). An errant snowball might fracture the poorly constructed surface. And someone might notice the name tag in the hat doesn't belong to the owner.

Social media is only as complicated as you make it, assuming you don't fake it. The general idea is to find the right flakes and help them stick together. That takes time.

You can cut the time significantly by skipping some steps. But if you aim to capture attention with spam links, faux followers, and other tricks, then it might be time to face facts. The crowd that is gathering isn't visiting to join a community. They are visiting to shake their heads at a mess. Sometimes, they might even shake their fists. It's no fun linking to a detour.

Causing Havoc: NPR's Whack-A-Juan Game

When Bob Conrad first posted his take on the Juan Williams vs. NPR shakeup, I was quick to disagree. Too quick? Yes and no.

Conrad's position is better crafted if you read his take on the dust up, but the summarized version, simply put, is that NPR was within its rights to fire Williams. There is no dispute there.

Conrad also goes on to show the documentation, including the memo sent to everyone who works for NPR and the posting that outlines an entire history for consideration. Within the post is the real reason: NPR didn't like Williams working as both a "balanced news analyst on NPR; more opinionated pundit on Fox." (Minor point: He has been asked to give opinions across multiple outlets for years.)

The postscript might make some more sympathetic to NPR. And for others, the explanation leaves even less to be desired.

That is my contention. NPR may have been within its rights to fire Williams, but the fact that it wasn't satisfied with being within its rights was a mistake. It wants to be right too. And in being right, it wants the public to say it was right too. Too bad.

Being right is often a matter of opinion. And the initial case laid, that Williams made allegedly bigoted remarks, is open for debate.

Were Williams' Remarks Bigoted Or A Mechanism For Discussion?

They were not. You have to watch the entire clip to understand it. I did several times, but I only found a partial clip. He shared a personal experience, qualified on the front end and expanded upon it beyond this video, talking about how Americans must learn to distinguish between radical extremists and non-radical muslims. He also tried to reiterate this in his reaction to the firing.

My first thought for this post was to place this in a different context, mentioning the Confederate flag, which became (to some people) a symbol of slavery and racism. Or maybe it is like the swastika, often considered a symbol of hate.

In this case, Williams taps into the same thinking about "full muslim garb." He is not alone. Many Americans have taken such dress to represent something that it may or may not be. I don't share this feeling (or any feelings like that). But I do understand feelings like that. So perhaps it is better to explain from a personal experience.

Years ago, at the urging of one of my closest friends, I joined the NAACP (which seemed to have a milder platform then than it does today). My intent was to help the NAACP carry a broader and more inclusive message. My supporters in this pursuit were my friend, Nev. State Sen. Joel Neal, and Rev. Jesse Scott.

The first time I had the floor at an NAACP meeting, I was nervous. Rev. Scott had even told me I had every right to be nervous, because many people within the room would look on a caucasian NAACP member with suspicion, especially in a community that had recently been likened to the Mississippi of the West (whatever that means). Sen. Neal had even quipped that I had every right to join, given that the "C" in the NAACP stood for colored. My color just happened to be white. (If I was translucent, he also joked, I would not be allowed to join.)

So, does sharing this public speaking experience, and the fact it made me nervous, make me a bigot? Although I would be hard pressed to feel nervous speaking anywhere today, I think not. At worst, I was ignorant. But ignorance is readily cured with open dialogue, assuming people are open with their feelings. (As a side note, I was also nervous speaking to my first class at UNLV, with a mixed audience.)

Looking back, I never did as much as I wanted to do for the chapter then. But there were several other people that I enjoyed and appreciated meaningful friendships with from that point on.

I would like to think that is where Williams was coming from in his commentary. But, I can understand why those who might have had a much more sheltered set of experiences might not see where he was coming from. His commentary was a bridge to mutual understanding that humanized the story and helped people relate. At the other end of this bridge, was compassion.

The NRP Public Relations Debacle.

NPR has already admitted it handled the situation poorly, especially in that NPR President Vivian Schiller saw no trouble in sharing her personal views of Williams. She has since publicly apologized, which begs the question why the network didn't extend the same opportunity to Williams.

There were dozens of ways NPR could have kept itself out of the spotlight or handled the mess, including not renewing his contract or insisting he apologize (which might have convinced him to resign). But regardless of all of these other options, there is a bigger issue.

NPR is still insisting not that it was within in rights, but that it was right in its decision. This insistence comes well after all its admissions of mistakes and apologies and regrets. And yet, they persist.

What they don't understand is this: Whether NPR is right or not, the network chose to pursue a court of public opinion for validation over the firing. If you pursue public opinion for affirmation of anything, you might expect to be grossly disappointed. And, once disappointed, don't make the mistake of arguing to be right or continuing to whack someone you already fired.

NPR was within its rights to fire Williams, but it fired Williams for the wrong reasons. Period. And until NPR accepts that, all it will do is fan the fire of those who disagree.

If they do it enough, then it is very likely they will be fired too, losing one to three percent of income that comes from taxpayer funding (or perhaps that figure is more). But even if they keep their funding, this is one of the stories that will make it difficult to see NPR the same way again. The New York Times included.

Charging Brands: Latino Bloggers Want To Be Paid

Although the national survey was limited to Hispanic bloggers, the same could be said about bloggers in general. Most of them want to be compensated.

According to the survey, monetary compensation isn't the only form of compensation (although some are only interested in monetary compensation). Free products, event passes, and insider opportunities are all attractive offers. It was also interesting to note that survey respondents placed significantly higher value on writing a post for someone as opposed to accepting payment for a sponsored post.

Highlights From the National Hispanic Blogger Survey

• 88 percent of Latino bloggers surveyed felt compensation was important to them.
• 61 percent of Latino bloggers are currently running Google and other ad networks.
• 52 percent of Latino bloggers said they wanted standardized rates for sponsored posts.
• 40 percent of Latino bloggers say they never perform work for brands without compensation.

Additional Insights From The Limited Survey Group.

• 41 percent post a few times per week and 26 percent post daily.
• 26 percent invest 5 hours or less to develop content; 30 percent invest 6-10 hours.
• 38 percent promote on Facebook; 35 percent promote on Twitter.
• 29 percent started for the journalism experience; 18 percent to develop connections.
• 38 percent valued posts at $250; 19 percent at $500; 24 percent at more than $500.
• Tweets were valued at $25 or more, with some placing 2-3 tweets at $100 or more.

"We know the topic of compensation is a sensitive one and at times controversial for bloggers," said Lourdes Rodriguez, president of HPRA Los Angeles. "But at the same time this information is invaluable to brand marketers and agencies."

Have Public Relations Professionals Priced Themselves Out Of Earned Media?

While the survey sampling is small, the study helped clarify something that has been occurring over the last few years. Just two years ago, most bloggers were satisfied with receiving attention from a company. Today, the cost of a single post can be as high as $1,000 (more if it is written by some people) and up to $500 if it is sponsored.

Wouldn't it be something if public relations professionals — working so hard to demonstrate that targeting bloggers is on par (or better) with traditional publications in a quantifiable way — never realized bloggers were listening to their conversations? Or, in other words, as public relations practitioners continued to inflate the value of circulation via blogs, bloggers decided they weren't so willing to give away space as earned media, a luxury major media could afford because of advertising dollars. Imagine that.

Creating Paradoxes: Fresh Content Project

Maybe we can blame politicians for the mix up, but the juxtapositions seem to have seeped into everything lately. People are continually asking us to pick sides. Are customers people we can relate to or mindless herds that click buttons? Does social media represent a more authentic business or a security breach that needs to be plugged? Is the new Facebook Group feature the answer to all our prayers or an opportunity to create illusionary layers of isolation?

I have a better question. Why is it when people offer us two choices, the two choices inevitability suck? Most questions in our life aren't as simple as choosing a cup or a cone. And even if that is the question, we might appease any indecision by flopping the cone on top of the scoop in the cup, making a nifty little crunchy hat.

But, as I said, that is an easy question. Nowadays, we increasingly ask questions that don't makes sense: do we want the ice cream in our hand or just a cone with no filling? All five posts touch the chronic duality of several experiences. Personally, the better choice is not to be the sucker picking between bad and worse (except on election day, I guess).

Best Fresh Content In Review, Week of October 11

• Facebook Groups Give Rise To Social Nicheworking.
Brian Solis provides his take on the addition of groups on Facebook. The new tool allows Facebook users to group their friends, allowing users to share some items within select groups or everyone as they might want to. This could solve the challenge of keeping personal information personal and professional information professional. Of course, this assumes people will bother (most won't) and doesn't preclude someone from sharing what you said outside a group. Interesting read, even if it skews toward the way public relations pro would like to see it used.

• Us Vs. Them Thinking: You've Been Cookied.
Valeria Maltoni explores the possibilities that exist with having authentic conversations with customers. However, as long as those conversations have a click, like, sale, cookie, or some other agenda, she wonders whether most will simply be manufactured conversations crafted to draw people in. It's certainly possible. As long as the pressure for social media is to prove itself by those likes, clicks, and other symbols of online action, one can only assume someone is crafting what constitutes the best tweet to attract followers.

• Truth in Juxtaposition.
In almost like-minded fashion, Ike Pigott presented two tweets from opposite ends of the bipolar social media debate. On one hand, technology cannot replace human interaction. On the other, people are trying to figure out whether Twitter gets more clicks than Facebook. He offers up the nexus: “You can’t have a relationship with a database, but databases might yield useful information about our relationships.” Besides that, he mentions Rush in his post.

• Getting It.
Ike Pigott tackles the idea of "getting it" when it comes to social media. He's right in that there is a lot of fear in corporate America, with the goal of most companies hoping to carve out their piece of the pie and then protect it at all costs. Such thinking doesn't leave much room for things like blogs and social networks (with the polar extreme being employers who try to order their employees to promote, promote, promote). The irony, Pigott points out, is that the problem has nothing to do with social media. It has to do with employee behavior, and nobody seems to be doing anything about that.

• How To Show Up And Write
I was thinking about an upcoming editing class when this Fresh Pick popped up for consideration. Taylor Lindstrom tackles the question of how people become better writers. The simplicity is also the trip up. If you want be able to write more, write more. Lindstrom then goes on to offer the analogy that running can be approached the same way. If you want to run a marathon, you have to show up and run. So what's the rub? The rub is what I love best. Simplicity doesn't mean easy. It also doesn't guarantee results. Some people will never run marathons because they aren't built to. Some people aren't built to write, either.

Ranking Content: Fresh Content Providers, Third Quarter

This is the third quarter that Copywrite, Ink. has published a snapshot of its year-long experiment called the Fresh Content Project, which puts popularity to the test.

We track more than 250 blogs, daily, and pick a single standout post per day (with weekend posts spilling into Monday). There is no algorithm. It's a human decision-making process, one that considers content and context. And sometimes we promote solid posts beyond the pick of the day because this isn't a contest.

If you have missed any posts along the way, you can find them in one of two places, with weekly recaps of why the posts stood out on this blog under Fresh Content Project or on Facebook, where the links are provided without commentary.

There were 36 Fresh Content providers in the first quarter. There were 38 Fresh Content providers in the second quarter. And this time around, July 1 to Sept. 30, we found 39.

Some names are new. Some names appear with surprising frequency. Some names aren't here this time. There isn't much to speculate about. Likewise, if the ranking has changed or if they were included before, it doesn't mean they are any less of an author. Anyone in any quarter deserved to be included (and there are plenty not listed that deserve to be here too).

So, below are 39 communication-related professionals who wrote Fresh Content picks in the third quarter of 2010. While some are suited for specific tastes, the top of this list (those who were picked more than once) ought to be in your reader.

All of them represent some of the freshest, most relevant content related to communication. And, we look forward to reading more of their fresh content in the next quarter along with even more new and fresh faces. The comments are yours.

39 Fresh Content Communicators By Quality Of Content

1. Valeria Maltoni bills herself as someone who brings people together, but she is much more than that. The Conversation Agent continues to blend business and communication, offering up what communicators and marketers need to know as opposed to what they want to hear. More often than not, Maltoni's post make you think.

2. Ike Pigott consistently demonstrates the difference between quality vs. quantity. He's one of the few people who doesn't write for search engines and social juice. He just writes, making Occam's RazR a well-crated experiment in analogies that stick. Read him if you like to think.

3. Since Geoff Livingston started writing his second book, his personal blog has shifted much more toward a topic he understands better than most. While he has a passion for causes, Livingston cuts through the popularity equations with common sense. He takes his arguments to people rather than waiting for them to come around.

4. Ian Lurie has been doing something few people who understand SEO ever do. He pokes holes in prominent theories that more SEO specialists use to fluff themselves up. Seriously, almost every SEO specialist I've ever met practically smirks and winks when they talk about putting people on the first page. On Conversational Marketing, he uses the same SEO tools to prove why they're wrong.

5. When it comes to subjects nobody else wants to touch, Bob Conrad is quick to deliver. You don't always have to agree with every argument at The Good, The Bad, The Spin, but you will find any conversational topic well considered with a fresh perspective. Conrad first appeared on Fresh Content as a rule breaker, and nowadays you might consider him one of the fearless few too.

6. What marketers sometimes forget is that the more you delve into social connections, the more you're really talking about psychology. Roger Dooley continues to dazzle with some of the best studies that consider human behavior on the one-to-one and one-to-many scale. Neuromarketing needs to be on the must-read list of any student.

7. Not every post tossed up on the Social Media Explorer is written by Jason Falls anymore. In fact, many of his contributing writers have been newly added to the Fresh Content Project. However, make no mistake, any time Falls sets out to write something unpopular, it will shed light on black hat tactics that other people want to quietly take advantage of.

8. Leave It To Weaver is an eclectic mix of art, business, common sense, communication, employment, and anything else that happens to strike Andrew Weaver. Such a mixed bag won't always attract the most usual suspects, but that is what makes the reading fresh. You never know what to expect, but it will almost never be what everyone else is talking about.

9. Communications Conversations by Arik Hanson features standout contributions over the last few months that include a case study that recaps what works with proximity online marketing and how not to conduct blogger outreach. He contributes more, much more than that.

10. Social media strategist Mike Schaffer frequently infuses his fascination with pop culture into lessons for social media pros and business communicators alike at The Buzz by Mike Schaffer. He also happens to be one of the shrinking pool of advocates for strategies ahead of tactics. Follow his blog for short, punchy content with a pop culture communication twist and some surprisingly deep insight now and again.

11. Sometimes people cringe when they see picks that include Chris Brogan, especially in that he seems to be opting into a Seth Godin-like approach, with shorter posts spilling out at a higher frequency (sometimes infused with video). However, the flip side of the coin is that he sometimes strikes a chord with simple wisdom on how to do things. Chris Brogan adds value when you look for it.

12. Brian Solis also has a blog I've been told is past prime. And yet, the Brian Solis blog, once or twice every few months, offers up some of the most comprehensive study recaps. He makes it much easier for other people to be able to build upon those results. If there is a downside, it's only that Soils is sometimes caught up in the quantifiable measurement game. Others are welcome to disagree.

13. Rob Reed, the founder of Max Gladwell, doesn't have a personal Twitter account that I know of, but you can follow the agency's stream. Lately, he has been focused mostly on the future of communication as it pertains to mobile. It's smart to read him for this reason alone. One addition to his thinking: While most people think of mobile as phones, it really means the future of all devices.

14. Although John Bell works in public relations, you're likely to find a taste of advertising agency thinking too at his blog, Digital Influence Mapping Project. That stands to reason as Bell is part of the Ogilvy team. But what makes him someone to add to your reader is simpler than that. There are very few people in social media that understand the agency perspective.

15. Beth Harte had temporarily cut back on blogging a few months ago, but has since picked up the pace at The Harte Of Marketing. There you will find someone who shares a belief in the integration of traditional and "modern" communication. Her approach comes from a career of understanding the classical tenets of marketing, which some people still struggle with.

16. Adam Singer continues to expand on his offerings at The Future Buzz, including keen corrections when colleagues offer an analysis that misses the mark. We need more of it. Anything that helps bridge the gap between business and communication is welcome, given tomorrow's communicator will need an increasingly aggressive multi-disciplined approach to everything.

17. You won't find Ann Barcelos writing feverishly at Ten24. But when she does contribute to Spin Sucks, you'll want to take some time to read. The post that caught our eye this cycle touched on behavioral groups. She also co-moderator of #IMCChat on Twitter.

18. Also writing a guest post for Spin Sucks was Len Kendall, who is better known for sharing content from The3Six5's Posterous. There he tends to blend communication with a confessional bent. However, what you might not see is that he is deep in industry insight. Read his guest posts anywhere, and you'll know he's immersed.

19. Heather Rast was another surprise find via the new mutliple-author approach at Social Media Explorer. She also writes her own blog at Insights & Ingenuity. If you follow her blog, expect to find an emphasis on customer service and satisfaction. Given that social media tends to be a one-to-many-to-one conversation, it might make sense to pay attention.

20. Although the new pop-up on the site is a killer, Jeff Bullas continues to infuse plenty of posts with moment-to-moment insights on Internet and social network trends and what they might mean. What makes that work for JeffBullas.com is the insight. While anyone can recap a report, not everyone can make those reports meaningful. Bullas does.

21. The Social Media Scientist Dan Zerrella always presents some fascinating reads, especially because he tests them. Sometimes they might seem routine, such as when is the best time to share a post on Facebook (although I'm not certain about that one). Other times, they are riveting because they prove that the number of "followers" doesn't mean anything in terms of click-through rates.

22. Rachel Kay doesn't write many posts. But when she does, it's fully thought out, casual, and comfortable. We're still talking about her Twitter Earthquake post. Another post worth mentioning is her take on killer cover letters for job applicants. If you follow her, expect the occasional great read because she only publishes now and again.

23. We caught Mike Cassidy in transition, so we are still getting used to his new digs at Leadership … For Good. There is a much heavier emphasis on nonprofit communication and leadership. We caught some of his best work as a guest blogger for Convince & Convert.

24. Jed Hallam is continuing to offer some worthwhile conversations via Rock Star PR. One of the aspects that makes his writing fresh is Hallam tends to ask the right questions, which also seem to be those that nobody else is asking. He can do it because he successfully blends the data with real life interactions.

25. Lee Odden is best known for TopRank and his ability to focus in on trends and then provide some strategic SEO thinking on why the approach might or might not work. Recently, for example, he tackled the irritating concept of duplicate content sites, a tactic that some believe help them achieve better SEO results. They don't. Much like Hallam, Odden recognizes that it's more important to consider the people using search engines than the search engines themselves.

26. I have to be honest. As much as I enjoy Copyblogger, the tried and true format sometimes wears thin. So, perhaps it is that reason why when someone goes a bit deeper like Sean D’Souza did this cycle, it makes the blog all the more worthwhile. If you are going to follow someone at Copyblogger, make sure he makes the cut.

27. Lately, Francois Gossieaux has been posting link roundups at Emergence Marketing, but when he is a little less busy, he'll knock off some fresh content too. Consider his post talking about community and cautioning people against filling it with shills and shells who will never visit again. Smart stuff.

28. Any time someone gives the baseline communication a wake-up call — that companies are putting up content that is not engaging, participatory, or helpful — like Shane Kinkennon did, we take notice. He's right. The only reasons Websites don't feel relevant has nothing to do with the platform and everything to do with what is on it. You'll find more great content on his blog.

29. If I were handing out medals over who might make me smile with a headline, Jeremy Myers is free to move to the front of the line. Even today, when double checking links, I chuckled when I read "Online advertising isn't the problem. Crappy advertising is the problem." You'll find that post, along with several others that have been kept in the Fresh Content Pick reader, at Jeremy Myers.

30. Lisa Barone is another new addition for her Out Spoken. Originally, she caught our eye because of her hard stand against copy mills. It was needed, given that some people are starting to think that luring consumers to a site is more important than giving them anything of value. Since adding her to the list, we've noted several more good ideas. And you will too.

31. Best known as the quieter coauthor of Trust Agents is Julien Smith's In Over Your Head. Interestingly enough, he landed here for advice given to Mitch Joel. While the advice is solid from a formulaic approach, Smith forgets that people read Joel because he is Joel. As long as Joel doesn't succumb to the pressure of popularity, the advice is sound for people who care about such things. Still, Smith's advice cannot be dismissed outright. He has a point, perhaps not for Joel, but for other people struggling to find a voice.

32. Jay Ehret aka The Marketing Guy on Twitter offers up increasingly bite-sized bits of advice that make sense for the small business owner. His favorite subject at The Marketing Spot is branding, but there is enough diversity beyond that. Occasionally, he writes about our least favorite tactics, like tricks to get your posts in top news on people's Facebook pages, but otherwise we love his big picture stuff.

33. Kami Huyse has been contributing to social media with a public relations perspective via Communications Overtones for some time. Lately, she has been focused on various social media measurement models that include our longstanding view that outcomes matter (and so does brand equity). We picked up one her posts as a fresh pick, after she applied her thinking to a case study centered around CitizenGuif.

34. Duct Tape Marketing has seemed a little sparse lately, but most people know to expect some great advice from John Jantsch now and again. The one we caught this cycle centered in on the content of a "thank you" page and how most companies don't consider that this brief bit of communication could add value for the customer and the company. It might seem obvious, but that is the point.

35. The primary posts to look for on the Web Strategy blog by Jeremiah Owyang are any where he shares matrix maps or comprehensive in-house studies. Beyond that, Owyang does a great job keeping tabs on moves within the industry. It might help you to know.

36. Louis Gray, author of LouisGray.com approaches most of his posts more like a reporter. When there is a new study or newsworthy story with a tech/social media focus, you'll likely find some in-depth coverage and commentary. In the last cycle, he picked up on his coverage of real-time states for Blogger. It's no surprise he's already been featured as a Fresh Pick in the fourth quarter.

37. Reading the "final post" on ToughSledding by Bill Sledzik, some people took pause in the realization that Sledzick still has work to do online. The good news is that his final post is a work in progress. What you can expect are plenty of great lessons with long gaps between writings. He brings plenty of common sense to the table, including a healthy reminder that few truths in social media actually originate there.

38. Sometimes, sharing the right information at the right time is enough. And that is how I (heart) SOCIAL MEDIA landed in the Fresh Pick pile this time around, offering up an infographic on how to quick start a social media program for business. It's not perfect, but good enough that I plan to incorporate it in an upcoming class. You can find the blog author, Marta Majewska, on Twitter too. Of course.

39. While her old blog is no more, Amber Naslund is still creating and repurposing on the rebranded Brass Tack Thinking. One of the best of the bunch was in early July, warning people away from the looniness of the Fast Company Influence Project. Brass Tack is still a fine blog, with a little more emphasis on self-development as it pertains to online community managers.