It’s really time to stop worrying about how you will “look” on the Web if it’s preventing you from wholly participating. It’s not about how you will look on the Web, it’s about being authentic, engaging and real while you’re on there. It’s about sharing your insight freely and championing those in your peer arena who are doing the same.

If I worried about how I “looked” on the Web, I would have been a failure, during the years from 1995 to 2002, because dare I say, I was a full-time mom, writing my technology news stories late at night for Ziff-Davis and Allbusiness.com , Internet Business Forum (now defunct), all for the sake of being able to stay at home with my kids when they were little. I was lucky and blessed, and left a job at a news station to do this.

I mistakenly thought if someone could have seen the real me (mom, pajamas, milk pump, cheerios strewn throughout my hair, typing feverishly at 4am), they would not be paying me to write as a technology journalist or think the stuff I’d written was worthwile.

But here’s the real secret, they can see you on the Web. They know your heart by your writing. They know who you choose to affiliate with by your blogroll. They know how much you care about your readers of your blog by how often you post really good edu-focused content to uplift your whole community.

The Web community can tell a bait and switch a mile away. This community can also tell when you’re not being honest, authentic and mindful of their time.

If you’re going to spend time on the Web building your platform the biggest thing you need to understand is there’s not a dress code, but there is a social 2.0 code.

Take time to learn it and you’ll thrive. You’ll really make lifelong connections. Hey, maybe you’ll even be like me, who got roses upon the birth of my son Gibson, from a client in New Zealand that I worked with for almost three years and never met.

The only way to truly participate in the Web is to give up control over what you dictate your community should find useful. Decide that you are going to focus your energy on empowering the collective and you’ll be surprised at the Web marketshare you’ll slowly gain.

Decide to invite your community to share their ideas, to guest blog at your site, to openly comment and disagree with your ideas. Elevate the discussion and you’ll elevate your community as well.

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“The Media Savvy Leader.”

Our interview for Reinventing 2.0 Series covers his take on authenticity, storytelling and leading by transparency.

Nettie: What do corporations need to understand about the how to tell a story?

DH: In today’s Internet era – where people have infinite choices of where to get their information – the influence of traditional advertising, marketing and promotion has become greatly diminished. The discipline of storytelling, on the other hand, can energize (or re-energize) any business or organization. It becomes woven into the fabric, stimulates excitement and understanding of vision … builds consensus of purpose … and triggers sharing, far and wide. In today’s online world, the influence and payoff of good corporate storytelling can be staggeringly powerful.

Nettie: In this Web 2.0 frenetic age, how do folks balance transparency, honesty
and still engage a good brand story?

DH: The word “brand” has become, I believe, somewhat tarnished through overuse and attempts at manipulating so-called brands. So, there may no longer be such a thing as “a good brand story.” Image and reputation today are far more important and valued, created by authentic openness, clarity of message and consistent transparency. In such context, a genuine story that reaches out and gets our attention and resonates among us is a powerful tool for business to develop a sustained, good reputation, and to build trust.

Nettie: Can you touch briefly on how Steve Jobs and his passion make for a great and authentic story?

DH: When Steve Jobs takes a stage to speak of a new development or product, we share in his passion and excitement because — and this is very important — Jobs never talks about his company, Apple, or about the new development or product. He’s savvy enough to know that no one really cares about Apple. What customers, investors and stakeholders really care about is how the new product or development will enrich their lives or make life more productive. So, he speaks to the value and benefit to us, rather than about his company. It is a subtle but seismic shift in how smart companies are positioned in today’s world. As an aside, Apple never tags on boilerplate about the company at the end of press releases because no one really cares about such stuff. Besides, if they want to research the company for some reason, everything is online.

DH: What about “story fright” how can a CEO overcome his own trepidation
about being honest in how he relates the company story?

Nettie: Audiences in today’s world have become astonishingly sophisticated and savvy. They can sense a half-truth or see-through a disingenuous claim by a CEO. There is no such thing as a secret in today’s online world, as we’ve seen so often. If a CEO has story fright about openly communicating a clear and open vision of his or her organization, it can be a warning sign to everyone from employees to board members and investors. An executive who is reticent or uncertain about communicating vision in today’s world, may be relegated to the shadows, surpassed by a competitor who can communicate more effectively.

Nettiie: What about humor? Is there a place for that in story? (She asks because
she likes to laugh at good stories!)

DH: Humor is a valuable tool in effective communications. The ability to share humor builds a connection and trust but only if it is genuine, never contrived.

Nettie: What are three techniques you advise for giving a story real legs?

DH: As a culture, we communicate through stories, not slogans or marketing cliches. All of us have grown up hearing stories. In organizational storytelling, three elements are emotional, logical and analytical. The emotional connection can tug at heartstrings or touch our emotions. The logical connection is a shared bond that makes sense. The analytical connection contains facts and data to back-up what we are saying. Those three elements when woven into a story capture attention, create memories and lead to audiences repeating the story to others … and that’s the absolute best way to create leadership and an outstanding reputation in today’s business environment.

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E-newsletters help folks connect with you, and using them enables you to inspire, engage and initiate real connection.

Before I share some of my favorite e-newsletters, I had to share Joe Pulizzi’s fantastic post titled, “10 Content Marketing Tips To Start Now for 2009″ and urge you to go and read it.

Good content builds trust. Good content empowers relationships. Good content engenders community.

Some of my current favorite e-newsletters include:

Junta42′s newsletter

Cincom’s stellar Expert Access e-newsletter

B.L. Ochman’s “What’s Next Online” e-newsletter

Publishers Lunch e-newsletter

All of these offer value to the reader, a unique take on the world at large and inspiring content.

Don’t leave e-newsletters out of your mix.

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1. PR is not guaranteed coverage. Hiring a publicist means they will do their best on outreach to a certain number of designated sites agreed on by both parties. It does not guarantee in any shape, form or fashion coverage for those sites.

2. PR is not easy.

3. Generating a press release does not mean the press release will get coverage.

4. PR is not pay for play. Espescially in terms of reaching out to bloggers, each blog list is customized and it is completely up to the bloggers as to whether they choose to cover your book, event or news.

5. PR is arduous and good PR does not happen overnight. Again, in terms of reaching out to bloggers they actually READ the books they are sent, so getting a mention on a blog site from the initial outreach can oftentimes be a lengthy (but well worth it) delayed posting. In terms of bloggers you also have a great opportunity to actually connect with someone who truly is vested in covering what their readership wants to read about. It’s a wonderful thing that bloggers READ the books they are sent, so be patient instead of impatient when it comes to them possibly posting about your book.

6. Bloggers do not exist to be marketing entities for your next book, project or venture. They truly are citizen journalists and should be respected on the same level. That means they decide when, if and what they will cover in terms of your book, news or event.

7. PR is public relations not marketing, not fluff without a news hook, not advertising relations. It is public relations.

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NOPE.

A blog is just the start of the conversation, a blog is like buying a new house in a very connected neighborhood of thousands, thousands, thousands of other blogs already out there.

There is no “instant gratification” tool or payoff for you with blogging and if that’s your focus – blogging is not for you. Blogging and connecting with other bloggers and raising the visibility of your blog takes time, patience and authenticity.

It’s not just another selling tool for you and don’t view it that way. It’s a way to connect with like-minded bloggers in an already thriving community, but don’t expect to be hosting your “blog ice cream social” overnight with all those other bloggers. That’s not how it works. And frankly, it’s not even fun to blog if that’s the only reason you’re doing it.

So why should you even have a blog then? Because if you don’t you’re missing out on making those connections at all.

Blogging is building community, community, community. Being part of a community takes time and participation and trust. And just a quick note on Facebook, I find it disturbing that there are so many “PR consultants” doing webinars around Facebook and how you too can sell your books on Facebook and make millions. Be careful of what you do on Facebook, be conscious not to only view all these tools as strictly sales tools for your product. Don’t become Ron Popeii.

You should have a profile on Facebook, LinkedIn, Twitter but you need to be patient, authentic and view them as long-term initiatives to connect honestly with folks.

By the way, I really like this blog as a great example of blogging long-term for the greater good of readers.

And happy late birthday to my friend Lissa Bergin-Boles, a fellow blogger and brilliant woman. Lissa is truly wondrous, giving and always authentic.

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Here is the web site where you can join and it’s free! You can’t beat that!

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Also realized that I’m not a good candidate for pain pills as I took one late yesterday afternoon and slept for almost 14 hours straight.

Today I’m focusing on slowing down and understanding that even technology has blips and it’s part of the world we live in to adjust to those.

So for everyone next week, take it easy. This too shall pass as my gramps used to say. Keep your eye on the prize and be grateful for all you do accomplish.

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I will blog about his new book, “Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs” (by Craig Stull, Phil Myers and David Meerman Scott) and hopefully catch up with David for an interview around the book as I’ve interviewed him for his other books and he’s always extremely forthcoming and insightful.

But back to the tool! Go to WebSiteGrader.com and find out how your site is doing. It’s free, it’s really fantastic in the reporting and Scott talked about the tool during his keynote.

I just tried the tool out and put in a competitor’s web site and turns out I’m doing pretty darn good. Seven years on the Web and this little site of mine, gosh darnit shines!

Now go and get your grade!

The report also comes with all kinds of nifty things you can do yourself to boost your web site.

P.S. (Amazon I’m still waiting to hear from you as to whether Kindle is waterproof or not and why you’re not marketing to Moms who would love to read it in the bathtub!

Come on Jeff Bezos, if you can feature a vid of Neil Gaiman touting it for his 12 year old daughter, you can certainly take the initiative to tell us Moms why we want to buy it and what it will do for us. As a recovering technology journalist it never ceases to amaze me still how technology folks only think about males as their main customers. We women are leading the way online and it’s time you guys started focusing on us as well.)

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One of the best things I’ve heard today in the sessions was from Chris Brogan who was talking about LinkedIn and why it’s important to be on LinkedIn.

Here’s his take on what to do with LinkedIn, “Build a robust network of people who are not homogeneous.”

Now go and expand your network, your tribe, your peeps!

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1. Be bold and engaging.

2. Remember that in business you’re still dealing with people, so always aim to establish a one on one connection.

3. Keep a sense of humor.

4. Be authentic, transparent, and conversant.

5. Help everyone that asks you. Operate from an abundant place. Give information out freely. Enjoy that you’re helping someone else find their way.

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