What matters to you?

Everyone involved in social media is attempting to leave their social footprint of influence by building a strong and consistent message. This message must be genuine and must resonate with others. Building your brand is a time consuming and difficult process. You must consistently be on message and make certain that you are heard on multiple platforms.

An influencer – in my opinion – does not simply rely on amassing thousands of Twitter followers and Facebook fans. She makes certain that the message being delivered is helpful and simple to digest. An influencer must also understand the criticality of listening. We must listen not only to learn but to understand. This is the only way to truly connect with others. We must understand the needs of others and be able to help them solve issues. This level of engagement helps you to establish yourself not only as an authority but as an influencer in the space.

Building an online presence or brand is an integral part of creating an image that resonates with the social web. Focusing on what matters should be about building a positive persona that is reliable, personable and most importantly, engaging.

Thinking about ways to engage and be trusted by peers is an integral part of becoming an influencer in any space. I believe that becoming an influencer entails three important factors that shouldn’t be disregarded when on the journey of building that positive online reputation.

Choosing quantity over quality

If content is king then SEO is queen and should be the main focus on brand building.  While many say posting frequently will get you ranked higher, it does not necessarily mean that you will gain readership.  If your content doesn’t serve some kind of purpose, it won’t get you too far.

My advice: just keep it simple. Create a schedule that works for you, stick to it and be consistent.

Not engaging

If you are up to your eyeballs in analytic tools and plug-ins while neglecting to interact and make a concerted effort to show your human side by joining in on the conversation, then I think being a part of the social web is pointless. You must take part of the conversation in order to be a part of the conversation.

Not listening

If your idea of connecting is taking to social networks for self-promotion, spamming and making it all about you, then clearly the point of listening is being missed.  It is very important to take note that consumers trust peer recommendations more than ever and will not easily fall for the catchy jingles and slogans anymore.  Not listening to those who define your market could be costly.

With so many ways to take part in the social web, it is very important to always stay true to who you are, your purpose and clearly identify what matters to you.

As you know, I’m very close to giving birth to our baby boy. I have about two weeks left, unless the baby decides to make a grand unscheduled entrance beforehand. Things are quite hectic in our house as we prepare for his arrival, but also for the many other events happening in December: baby girl’s birthday and birthday party, holiday-related events/parties, and of course, Christmas itself. December has always been a busy month in our family, but this year it’s even busier with the new addition.

I’ve been busy working on scheduling posts for when I go on maternity leave, wrapping up business items, etc., in an effort to leave things “in order” for when I take some time off. You may remember that I have a loose plan for preparing for the upcoming changes in our family’s work-life balance. I’ve definitely had to slow down the last few weeks as I get further along in the pregnancy and focus on the must-do tasks before I run out of time.

Because of all that, you may find that some days I have more to share than others. So, today, I want to share other blog posts that you may be interested in reading. Some are mine and others are from within my blogging community. All are worth a click.

Around my Community

The Kids Are Alright – Marta of My Big Fat Cuban Family shares how this year’s Thanksgiving was very different for her and why she’s ok with that. I saw a bit of my family reflected in this post, so it was a wonderful read.

Spanish Tips for Semi-Latinas – Marta’s Tiki Tiki Blog partner, Carrie, shares some humorous tips for speaking Spanish even when you don’t know how.

Exploring Culture as Part of Your Curriculum – Ideas for integrating learning about a culture into a homeschooling curriculum.

Twitter Moms Sponsor Campaigns: Contest Or Call For Submissions? – She Posts covers the Twitter Moms debate on whether certain campaigns should really be called contests.

Green Eggs & Facebook: 15 Social Media Tips from Dr. Seuss – Applying lessons from Dr. Seuss to social media.

Mentioning Me

Women in Blogging: 125 Fearless Female Bloggers – Kristi Hines of Kikolani provides a list full of interesting women bloggers and includes yours truly! Some amazing women are featured, so definitely take a minute to check them out.

Spotlight on Melanie Edwards: Blogger & Entrepreneur – Angelica Perez of New Latina aims to empower Latinas to be successful and live balanced lives. She frequently highlights Latina businesswomen, bloggers, and artists. Click over to read my interview on New Latina.

Written by Me

Tubes Tied or Vasectomy? – I debate whether or not I want to have a tubal ligation as we approach the birth date and have no plans for more children.

Keeping your Online Personal Brand Consistent – Tips for developing your personal brand and keeping it consistent across social media.

Do you have some blog posts to share with us? Either your own or others you found useful and worth a read?

Guest post by John Gerber

If you’ve been blogging for a while, or if your blog concept includes commercial aspects, you have probably thought about whether you should formalize your blog into a business and how to go about doing it. If you’re like many bloggers, that thought can raise intimidating questions. Why should I do it? What do I need? Isn’t it expensive? Where do I start?

1. Why and when should I formalize my business? Your blog may have started as a simple online journal, a place to express your opinions, or as a side project. Once it begins generating revenue, it becomes more than any of those things. It is a business and should be treated as such. The process of formalizing your blog into a business means creating an identity for it that is separate from yours as an individual. From a legal perspective, that means establishing a legal entity (an LLC or corporation) and conducting all of the activities of the blog as that entity (i.e., signing in its name, keeping its own bank account, etc). Individuals commonly go through this process in order to protect their personal assets from liabilities of their business, since the owner of the entity, in most circumstances, will not be personally liable for the actions or debts of the business. From a liability perspective, when your blog consists only of original content you personally create, you are probably not facing considerable exposure. However, if you collect money on a regular basis, publish third party content, offer products or services, or have employees the blog should become a business entity.

2. What do I need? Your initial organizational needs include forming your LLC or corporation and obtaining federal and state tax identification numbers for it. This tells the IRS and the state revenue department that you have a business that will be separately making tax filings, and your bank will need the entity formation document and tax identification number when you open the business account. You will also want to consider registering a trademark for your blog, and possibly its logo/design, if you are building it into a brand. Finally, if you don’t have this already for your blog, you will want terms and conditions in the name of your entity for users of the site, among other things to protect copyrights, for third party posts and for advertisers. If you offer products or services, such as consulting, through your blog, then these same considerations exist for that line of business.

3. Isn’t it expensive? The good news is that there are a variety of resources available that keep the expense relatively low. State fees for forming an entity typically run, with exceptions, in the range of $75 to $150. The legal set-up for your business shouldn’t stop there, though. You will need a number of other documents, including client/customer contracts, an operating agreement if you’re working with a partner, subcontractor agreements if anyone else is contributing to the blog, and a non-disclosure agreement if you’re working with vendors. All these documents can be found online for a small fee.

4. Where do I start? It’s not required that you use an attorney to set up your entity. If you are the do-it-yourself type, your state’s website will assist you in making the necessary filing to form your entity, and the IRS makes obtaining an identification number straightforward on its site. There are a number of online legal resources (www.upstartlegal.com is one of them), as well, that will handle the entire process for you at a reasonable cost.

Do you think of your blog as a business? If so, have you taken any of these steps to formalize your blog as a business?

Guest post by Kim Dority – part 2 of a 2-part series on Professional Brands [Editor’s Note: The original article focused on your brand for traditional employment/career success. I have added notes for applying this information to your online/blogging career, designated with the “Editor” preface.]
Read part 1 – Build Your Professional Brand for Career Success

Having a strong, positive professional brand will open up opportunities for you throughout your career. Having a bad professional reputation, however, can sabotage your career in countless ways. Are you guilty of any of these brand-damaging behaviors?

Burning bridges with previous employers.

Had it with your job? Resist the urge to simply tell everyone what you think of them and then stomp out the door. No matter where you live or what profession you’re in, assume it really is a small world, and your unprofessional behavior may come back to haunt you in the future.

Editor: Don’t blast out a blog post or tweet letting everyone know just what you think about a particular brand or company. Instead, think about turning the experience into a productive blog post for your readers to learn along with you…without naming names.

Over-sharing photos online.

Yep, it may be fun to post Friday night’s bar-hopping escapades on your Facebook page, but keep in mind that photos posted online tend to be much more visible – including to potential employers – than you’d imagined.

Editor: Obviously, depending on your personal brand, this may be fine. But, if pictures of you dancing on the bar at the latest blogging conference is not in-tune with your standard online persona, you might want to think twice about them.

Not watching your online words.

Like photos, online communications (think blog posts, comments, association discussion lists, etc.) live on years beyond their original publication. Thinking about starting (or participating in) a flame war? Think twice – how would this look to a potential employer?

Editor: This is something I think the majority of bloggers, particularly women bloggers, know all too well. In our blogging community, it seems to happen all too often. One blog post about another blogger and/or their blog, leads to multiple comments, tweets, and other blog posts. Remember that via search engines, all of your words will live forever.

Sabotaging co-workers.

Word gets out quickly when you develop a reputation as a back-stabber. Play nice – when you help others succeed, they’ll be much more interested in helping you succeed.

Editor: Our blogging community can be a great benefit to each of us. I know that through recent exchanges within my own network, we’ve been able to help each other out with our blogs tremendously. But, it takes everyone playing nice and helping each other out equally.

Being unreliable.

Everybody drops a ball now and then, but if you consistently fail to meet deadlines, deliver papers on time, or show up prepared, you’ll develop a reputation for being unreliable and immature – regardless of how smart or talented you are.

Editor: If you agree to be part of a campaign that has a specific time line, then you need to meet that time line. If you’ll be unable to do so, the professional thing to do is to communicate with your contact for that campaign and provide a new time line that is agreeable to both parties.

Taking credit for others’ or team efforts.

A professional looks for ways to give credit to those who have earned it. If you take credit for others’ work or successes, you will develop a reputation as a selfish, untrustworthy co-worker. That reputation quickly makes its way to bosses and potential employers.

Editor: Give credit where credit is due. If you were inspired by another blogger, then say so. If you worked with someone on a project, then give them the proper credit.

Being difficult to work with.

You don’t want to develop a reputation as the person who’s temperamental, moody, arrogant, negative, or always taking offense at perceived slights. You want colleagues at previous jobs to want to work with you again, and recommend you to their new employers. If “difficult to work with” is part of your professional brand, everyone will find ways to avoid working with you!

Editor: I have heard that PR agencies do talk to each other. If you’re known to be hard to work with on campaigns, word may spread. The same for clients. People look for recommendations and your goal is to be recommended amongst your network and your network’s network.

Neglecting to say “thank you.”

Throughout your career, a lot of people will help you in various ways. Remembering to thank them, especially with a written note, is not just a professional courtesy, it’s how you build a reputation as a conscientious and appreciative colleague. Failing to do so marks you as unappreciative and selfish – characteristics unlikely to contribute to a positive professional brand.

Editor: Even in blogging and other online businesses, thanking those you worked with – as a client, on a campaign, etc. – will be appreciated. And yes, personal handwritten notes are still loved by many, but even an email will go a long way.

Do you tend to think about how your actions might affect your personal brand?

I’m very excited to share with you a new venture that I’ve been working on for months, but that just launched late last night! Ella Media is my marketing and consulting business, through which I’ll be connecting businesses with today’s digital Latina. Ella Media also provides digital marketing and consulting services for large brands, small businesses, and social media savvy women.

If you’re a digital Latina (Latina blogger, social media Latina, etc.) seeking fun campaigns that also value your time, then sign up to be considered for upcoming campaigns!

While you’re at it, how about also connecting with Ella Media?

• follow on twitter
• like on facebook

Why is this a need? You may remember that more and more Brands are Leveraging the Reach of Social Media Latinas. The Latinas in Social Media BlogHer 2010 panel also proved that brands and the PR agencies representing them are interested in marketing to Latinas and many times look to our community for help in doing so. It’s also evident that as bloggers we wish to be compensated for blogging and social media work, so why not work together to bring brands and Latina bloggers together?

I hope you’ll visit Ella Media and sign up. I’m really looking forward to growing my blogging community and expanding it to bring great opportunities your way.

For your reading pleasure, here are some interesting articles and blog posts I came across in the past week. Sit back, relax, and read on…

Life

Time Management for Busy Moms

PRODUCTIVITY: My Two Cents on Achieving Goals

It only took 26 weeks…

Latino Culture

Happy Hispanic Stereotype Month

9 Handpicked Apps for Bilingual Children

Blogging

Showcase of Blogs with Unique Post Designs

9 WordPress Plugins That Increase My Productivity

5 Tips to Make You a More Productive Blogger

Bloggers Mean Business

Use an Editorial Calendar

Marketing

Do You Make Any of These 10 Simple SEO Mistakes?

It’s Spanglish lite – Beer ads get lost in translation

25 Free SEO Add-ons for Mozilla Firefox

Freelancing/Work

An Essential, But Often Missed Element of a Project Proposal

Quitting Your Job to Become a Freelancer

Your Value Is in Deciding What’s Important, Not Answering Email

***For more reading, check out my StumbleUpon, Delicious, or Google Reader shared pages.

After my post last week, Why Do Bloggers Continue to Work for Free?, I came across a few more blog posts on the same, or similar, topic. It seems several bloggers were on the same wavelength within days of each other. Because these posts have sparked a lot of conversation amongst my friends and blogging community, I want to share the other posts with you so you can get various perspectives.

• The post about Predatory PR I’ve been waiting to write
• Because some things are worth more than a box of cereal
• What the Next Year Holds for Mom Bloggers + Brands That Court Them
• Money Talk: Should Mom Bloggers Discuss What They Earn?
• When and What Should a Blogger Charge for Their Services?

I have been thoroughly enjoying reading the responses, reactions, and thoughts of everyone who has added to the conversation in one way or another – whether in the comments of these posts, on twitter, or via private conversations. There’s still a lot to think about and figure out. Both brands and bloggers have good points, but hopefully, we are all working together to carve out some solutions.

Just today, I received the results of a recent survey conducted by Izea, Inc. The 2010 State of Social Media Sponsorships provides some very insightful information and statistics related to sponsored content and blogging for money. In fact, it also takes compensated tweets into account. Some interesting points I found in the report:

• 53.2% of social media publishers have accepted compensation for sponsored content
• 71.3% of respondents have been approached with offers for cash, products, or other compensation for social media promotion
• 57.6% have engaged in direct sponsorship
• 35% of those who indicated they were PR, social media, and marketing professionals stated they have no awareness regarding the FTC disclosure guidelines

I find the last bullet point quite shocking. I’m surprised that there is such a high percentage of people in the industry that have no awareness of the FTC guidelines. However, it’s great to see that 57.6% of respondents have already engaged in direct sponsorship.

Let’s continue the conversation. What do you think of the information in this report? How about the other blog posts and perspectives? Do you find some guidance in reading such information or do you have even more questions?

In about four weeks, I’ll be heading down to Miami to attend the Blogalicious 2010 conference. I was unable to attend last year’s inaugural conference, but have heard so many good things about it: the content, the networking, the people. In case you’ve never heard of it or don’t know much about the Blogalicious conference:

“The Blogalicious Weekend conferences are aimed at celebrating the diversity of women of all ethnicities in social media. Over the course of 3 event-filled days, savvy, influential and talented women bloggers will ignite a sense of unity within the multicultural blogging community as well as educate marketers on the importance of our demographic in today’s marketplace, all while networking, building relationships, and promoting inspiration and success for each other.” ~ Blogalicious Weekend website

Looking over the agenda, I see many great sessions and speakers lined up. I’m excited to be speaking on a panel myself and that several bloggers I know are speaking as well. A few sessions I’m looking forward to:

• Building your Social Media Tribe ~ Ana Flores, Spanglish Baby; Sheila Dowd, Lookiloos, Momocrats; Jennifer James, Mommy Too! Mag, Mom Bloggers Club
• Social Media Moms ~ Jeannette Kaplun, Todo Bebe; Jennifer Hutcheson, Mami 2 Mommy
• Bloggers as Brand Ambassadors ~ Emily McKhann and Cooper Munroe, The Motherhood
• Latina Bloggers Give You the Tiki Tiki About Marketing ~ Roxana Soto, Spanglish Baby; Carrie Ferguson Weir, The Tiki Tiki Blog; Melanie Edwards, ModernMami.com – session sponsored by Cafe Media

If you’re not convinced yet that you should head down to Miami to attend the Blogalicious conference and join me in the fun, let me give you two more reasons: a party and a free conference pass.

¡Parranda! mix.mingle.baila

Along with Ana Flores and Carrie Ferguson Weir, I’m very excited to be co-hosting the first official party of the conference, kicking off right after the conference’s Welcome Reception on Friday night. It’s sure to be loads of fun – great music, food, and drinks – all con sabor Latino! It doesn’t matter if you can’t roll your rrrs, you’ll definitely have a good time at our Parranda!

Want to attend ¡Parranda! during this year’s Blogalicious Weekend conference? RSVP is now open for the party! The party is open to all, but space is limited due to the venue, so you’ll need to RSVP. Simply go to the eventbrite page to RSVP.

And, after you RSVP, be sure to grab a badge for your blog/site and let others know to join the ¡Parranda! fun! Stay tuned as more information on the location of the party will be provided very soon. In the meantime, don’t forget to follow us on twitter, join the Parranda buzz using the #ParrandaParty tag, plus connect with us on facebook to stay informed. More information about ¡Parranda!, the hostesses, and sponsors, can be found at parrandaparty.com.

Blogalicious Weekend Conference Pass Giveaway

Blogalicious would like to give one of you a free conference pass to attend the conference.

How to Enter

Required entry: If you’d like to enter this contest, simply leave a comment below answering one of the following questions:

1. If you’ve been to Blogalicious before, what did you most like about it?
2. If you’ve never been, then what are you looking forward to?

Extra entries (optional):

Each of the following will count as 1 extra entry. You’ll need to leave a separate comment for each entry.

1. Follow @modernmami on twitter.
2. Tweet the following: Win #blogalicious10 conf pass from @modernmami. Ends 9/15. http://bit.ly/blogalicious10pass #giveaway #contest #blogalicious @beblogalicious
3. Subscribe to this blog via email and leave a comment with the email you used to subscribe. (You can use the email field to do this instead of putting your email in the comment if you prefer.)
4. Subscribe on friendfeed and leave a comment with your friendfeed ID.
5. Write a blog post on your own blog sharing why you want to attend the Blogalicious conference; make sure to link back to this contest page in your post. Leave a comment with your post link.

All entries must be in by Wednesday, September 15 at 11:59 pm EST. Remember to leave a separate comment for each entry. The winner will be chosen using Random.org and will be notified via email. (Please be sure to provide a valid email address with your entry.) Once a winner is selected, a discount code will be provided to him/her to use for free registration.

Additional Rules:

1. Winners cannot be current conference ticket holders.
2. Winner must claim pass AND register no later than Sept. 17th. After Sept. 17th the pass will go to the next winner. Ticket is non-transferable.

Good luck and see you in Miami!

About five months ago, I shared with you how I was offered to work for food…literally. In exchange for seven blog posts for a brand (in one week), I was offered $200 worth of their food products. Promoting a brand for free – on that scale – was not something I could agree to do.

In those five months, I’ve seen many more paid campaigns and sponsored content become available – both to me and blogging friends. We’ve seen more brand ambassador campaigns that value the work required and partner with a blogger over the course of a month or more in a variety of ways, including sponsored posts, advertising, and hosting twitter parties.

Progress. Yet, with all that progress and change towards more respect for bloggers’ work, there are some campaigns out there still being pitched to bloggers that take advantage. Just last week, I received an offer to be part of a community that will be relaunching soon and is geared for moms. Without naming names again, the site is a fairly new community backed by a high-profile TV personality and network. The idea being pitched to me was as follows:

• We want to build a community and educate moms on money matters.
• We’re looking for a group of 15 moms who will be highlighted on the site.
• Requirement from each of the 15 moms: write 3-4 articles per month (250-300 words each) on micro-site and moderate comments on each post
• Benefits for each of the 15 moms:
  • profile with bio
  • 2 sentence by-line on each article
  • site will be promoted on TV show of said personality and on sponsor’s site

As soon as the person pitching me asked, “So, what do you think? Are you interested?” I answered with “So, it’s not a compensated project?” I could not wrap my head around the fact that they wanted me to create content for their site on a weekly basis, with no compensation. What’s more, these 15 moms were really being brought on to build a community that thus far had not succeeded with the TV personality alone. They needed the help of these 15 moms to bring a community to the site. The allure of my bio being on this high-profile TV personality’s site and the promise of the site being promoted on the TV show was somehow supposed to be enough compensation.

What surprised me even more was that I was told they already had the majority of the 15 moms on board and were in the process of finalizing the team, so they need my answer ASAP. Really? There was already a set of 10+ moms out there that had agreed to this? Why?

Ladies, why are you agreeing to work for free? Writing 3-4 articles per month takes time. It may only take you an hour per article, but that’s still time taken away from your already-busy lives. Plus, you are contributing to the success of the overall site, which has sponsors and advertisements – all money that you’re never going to see, but instead is going into the pocket of an already high-profile TV personality. Does that seem fair?

Why is it that they could not budget out a specific amount to pay the 15 moms that will be building the community for them? And if the budget did not allow for fair pay for 15 moms, then perhaps the amount of moms brought onto the team could have been less in order to meet the budget constraints. I know of blogs/communities owned by fellow moms and bloggers that pay their contributors. How is it that a site backed by a TV personality and network could not afford to do so?

On the other hand, perhaps the community owners were ill-advised. Maybe it was never suggested to them that they should pay for such work and were going along with what the social media consultant was proposing. It could very well be that this particular consultant was advising them to gather a group of moms to write free content for them in exchange for the exposure. And why wouldn’t they think it to be fine? After all, there is a group of 15 moms out there that did agree to do just that!

And, so the cycle continues. If bloggers continue to work for free, then consultants, brands, and companies, will continue to think that it’s the way to conduct business.

I’m interested to hear your thoughts. How would you have handled such a pitch had it been offered to you? Why do you think that bloggers continue to accept non-compensated projects and work for free?

I’ve come across quite a few blog posts the past few days. I always seem to be sharing interesting articles with various people I think will like them, so I figured I’d share with everyone this time.

Here are some posts I’ve either bookmarked or stumbled this week. For more, take a look at my StumbleUpon or Delicious pages.

Social Media

How to Create a FaceBook Landing Page for Your Blog

5 Ways I’m Using Facebook to Drive Traffic, Build Brand and Increase Reader Engagement

10 Beautiful Social Media Infographics

Blogging

A Complete Guide to Finding and Using Incredible Flickr Images

Comment on other blogs!

The Number One Way to Flip Your Blog into a Business

Personal

Our Pre-Motherhood Self

Retroacculturation. Retroacculturated. That’s me. Is it You?

I’m still not White, but am I American Indian?

What posts did you come across this week that you think I should read? It’s ok if it’s your own.

By the way, if you’re Latina and a blogger, please complete this survey. We will be presenting some of the results during our BlogHer Latinas in Social Media panel and of course, the survey report will have a much larger impact as it will help many learn about the Latina blogging community.