More and more companies are subscribing to the idea that giving back isn’t just the right thing to do – it’s good business, too. Corporate giving rose 10.6 percent in 2010, according to a recent report by the Giving USA Foundation.

Some organizations are taking philanthropy a step further, creating charitable campaigns that emphasize brand attributes and align with their business objectives.

Pepto-Bismol gave $1 to Feeding America for every Facebook fan who "liked" this photo.

While most Pepto-Bismol users are seeking relief from overeating, the brand’s Thanksgiving-themed Facebook campaign invited consumers to help those who don’t have full bellies. For every fan who “liked” a photo of “Modern Family” actor Eric Stonestreet posing with a turkey, the brand donated $1 to Feeding America.

A New York Times article about the effort noted that Pepto-Bismol’s parent company, Procter and Gamble, is no stranger to charitable initiatives capitalizing on product features, such as the Tide “Loads of Hope” and the Duracell “Power Relief” programs.

Meanwhile, the snack company Planters has funded several city park projects that feature elements like peanut-shaped trellises – promoting the iconic brand image while showcasing a commitment to earth-friendliness.

Done well, strategies like these can elevate consumer perceptions – and, of course, benefit deserving causes. Do you know of any other companies that incorporate brand attributes into their social responsibility efforts?

Mary Tindall is a staff writer at Costa DeVault. Pregnancy-induced heartburn is making her seriously consider sipping some Pepto-Bismol.

Yesterday, I had the pleasure of guest presenting at Jennifer Wakefield’s PUR3100 class at UCF. Using my most recent blog post (Writing for the (Social Media) Medium) as a guide, I discussed traditional writing fundamentals and how they often overlap with the nontraditional. We also talked about our favorite brands that use social media (for me, Southwest Air and DKNY) and tried our hand at making an Ocean Spray Facebook update a tweet and a McDonald’s advertisement a short, compelling post.

Thank you to Jen for hosting me – and to her students for the thoughtful questions and discussion. Here’s a link to the presentation:

As most of us know, the Hispanic population is the second largest and fastest growing ethnic group in the United States, currently consisting of 50.5 million people. I read an article in the St. Petersburg Times this summer that discusses how Hispanic Americans originate from many different countries and backgrounds. Although the universal language for this group is Spanish, it doesn’t mean their tastes and cultures are the same – so we shouldn’t take a “one-size-fits-all” approach when targeting them in marketing and public relations efforts. For instance, you wouldn’t necessarily use the same marketing strategies when launching a new product in America as you would in England just because people in both countries speak English.

Here are some examples of how Hispanic countries differ among themselves:

• Culture – Although many people assume Cinco de Mayo is a Hispanic holiday, it’s actually Mexican – not Puerto Rican, Colombian or Venezuelan. Dia de los Muertos is also a Mexican holiday that many other Hispanic countries observe. However, Mexicans celebrate this holiday by visiting cemeteries where their loved ones are buried, while Guatemalans set themselves apart by constructing and flying giant, decorated kites, traditionally believed to guide souls back to life.

• Language – While most people know that the Spanish word for “friend” is “amigo,” the slang term in some areas of South America is “parcero” or “pana,” and in Central America it can be “pasiero” or “vato.”

• Other – Baseball is a popular sport in Cuba and Venezuela, but not in Bolivia and Argentina, where soccer is preferred.

I’m from Brazil, the only Portuguese-speaking country in South America, and while we are often categorized as a part of the “Hispanic” population, we are actually classified as “Latinos” due to our language differences and historical background. So remember: before launching a major marketing or public relations campaign – or even prior to sending out a press release – faça sua pesquisa (do your research).

Are you aware of any other cultural differences among the Hispanic population that you feel PR and marketing professionals should be aware of?

Vanessa is Costa DeVault’s newest PR team member. She’s from Brazil and will be bringing some Latin “flavor” to the table – and our department.

When I “like” a company … I really like a company – which is why, often times, I’m a fan on Facebook and a follower on Twitter. My feeling is that if they take the time to engage on both platforms, I want to support them as much as I can. But when an organization’s Facebook feed is a mirror image of its Twitter – or vice versa – it makes me rethink my social media loyalty. Maybe it’s the social media nerd enthusiast in me … or perhaps it’s just the PR professional. Let me explain.

As professional communicators, we’re taught to “write for the medium.” Tone, style and format change drastically from one context to the next, so the same should be true for social media. You wouldn’t take web copy and just drop it into a client’s letterhead and call it a press release – so how can a tweet double as a Facebook post?

@’s and #’s mean nothing to a non-Twitter savvy Facebook user … and tweets with more than 140 characters that require a click-through to see the rest? No thanks. This is social media 101 – but all the talk about “integration across platforms” has been misunderstood as a shortcut, rather than an opportunity for brand consistency. (And I’m not alone in this notion – a recent study found that Facebook pages that automatically push tweets receive an average of 70% fewer likes and comments.)

Sure, there’s something to be said for a company that, in theory, wants to engage on both platforms, but simply doesn’t have the manpower or time. But for them, I share a quote that’s more ingrained in me than “write for the medium” – and that is “it is better to be master of one thing than mediocre at many things.”

——

Jenni is an account executive at Costa DeVault and lover of all things social media. She’ll like your Facebook page and follow you on Twitter … as long as the content is fresh and different.

Recently, we challenged local journalists to describe how social media has changed their job description in 140 characters or less. The idea was inspired by this Los Angeles Times article. In this post, we wanted to share some answers from the perspective of some of Central Florida’s public relations and marketing professionals, including:

• Jennifer Wakefield, APR, Director of Public Relations at the Metro Orlando Economic Development Commission
• Carlos Herrera, Manager of Communications at Enterprise Florida, Inc.
• Jennifer Bisbee, APR, President of Bisbee and Company
• Jamie Floer, APR, CPRC, Senior Account Executive at Wragg & Casas Public Relations, Inc.

Do you think being active on Twitter makes you a better PR/marketing professional? Why or why not?

• Jennifer Wakefield: Yes. Twitter is an excellent business intelligence tool.

• Carlos Herrera: Better – Yes. I think using/understanding SM tools like Twitter complements what we do. It’s all about communication.

• Jennifer Bisbee: Twitter sharpens my business acumen. It’s my best professional development tool.

• Jamie Floer: Twitter definitely strengthens my PR skills because it is an active communications tool that is dynamic, evolving.

How has social media made your job easier or harder?

• Jennifer Wakefield: It’s a toss-up. Easier in that there is more info. Harder in that there is more info.

• Carlos Herrera: Easier. It’s been great for getting/sharing info, networking & brainstorming. It’s also a good way to clear your mind on a short break.

• Jennifer Bisbee: Neither. As an insatiable curious student of communications, I welcome SM for all it offers.

• Jamie Floer: SM makes my job not easier or harder but different … PR has changed from static to more immediate, empowering.

Describe your Twitter personality in three words:

• Jennifer Wakefield: Short. Social. Informative.

• Carlos Herrera: Sarcastic, Entertaining, Interested.

• Jennifer Bisbee: Generous. Engaging. Appreciative.

• Jamie Floer: Professional, personal, prolific.

A special thanks to all the journalists and PR/marketing professionals who shared their thoughts in 140 characters.

In honor of Social Media Day, the Los Angeles Times put together a blog post titled “Times reporters in 140 characters.” Inspired by the idea, Costa DeVault challenged the following local journalists to describe how social media has changed their job description in 140 characters or less:

• Matt Coleman, formerly with the Jacksonville Business Journal
• Peter King, CBS Radio
• Mike Synan, WOFL Fox 35
• John Cutter, Orlando Sentinel

Do you think being active on Twitter makes you a better reporter? Why or why not?

• Matt: Better – maybe. More engaged – definitely. It simply gives you a push in the direction of a story, like a background interview.

• Peter: You know. I was pretty good before Twitter! What Twitter lets me do is pass on details I might not have room for in a radio story. And comments.

• Mike: Absolutely! I can now break news the instant it happens and expand beyond the Orlando market.

• John: IMHO Twitter makes reporters better IF they use it for conversation with readers/sources. It shouldn’t just be headline service.

How has social media made your job easier or harder?

• Matt: It’s easier because I can get news out there with just my iPhone. It’s harder, because so can everyone else. Got to make it interesting.

• Peter: It’s tough to serve two masters, and my radio responsibilities ultimately trump Twitter. That said, I totally enjoy Twitter.

• Mike: Easier. Facebook allows me to know my sources and coworkers better. Twitter breaks news.

• John: Social media has made it easier AND harder. Copout? Maybe. Easier because more ears in community. Harder because of competition.

Describe your Twitter personality in three words:

• Matt: Sarcastic yet authoritative.

• Peter: Interesting, fun, personal.

• Mike: Cynical, independent, fair.

• John: Steal from Robert Frost? It goes on. Pink Floyd? Short, sharp, shock. Me? Shameless family man and I’m shameless for my Sentinel and my real family …

Check out next week’s blog post where we ask the same questions to some of Central Florida’s public relations and marketing professionals.

When Google unveiled its new platform, Google+, many were quick to point out the reasons why it’s the “next big thing” in social networking. Over the past week, millions of people anxiously awaited invitations to try the new network and all its features. But, not me. Instead, I’m (sort of) longing for the simple days of dial-up Internet and bare-bones AOL.

While I’m often accused of being “stuck in the 90s” regarding my music and movie choices, it’s not a fondness for the bygone era of chat rooms and online zines that fuels my hesitation to join Google+ – it’s that I’m suffering from social media overload. I realize that a fully connected world has several benefits, but I struggle to see the advantages of managing another social network for several reasons:

Facebook does it all. Anytime a new social media platform enters the scene, I picture Mark Zuckerberg sitting at his computer, singing “Anything You Can Do” from Annie Get Your Gun while he plots his next move. Sure enough, when Google+ launched with video conferencing, Zuckerberg announced Facebook will feature Skype video chat. From geotags to status updates to professional information, Facebook has a knack for incorporating other platforms’ functionalities into its 750 million-strong user community. And – as I asked in December – why bother trying to manage several different accounts when you can get everything you need in one place?

Learning a new platform is daunting. Although I’ve logged onto Google+ a couple of times, I quickly retreated after feeling overwhelmed by trying to figure out an entirely new platform. Facebook has evolved over time and we’ve had an opportunity to grow along with it, slowly learning different features and functionalities. And other social media networks – such as Twitter and Foursquare – focus on very specific, streamlined applications that make them fairly easy to navigate. Google+ has a lot to offer, but trying to figure out a new network loaded with bells and whistles takes a lot of time and effort.

Growing a new network is a lot of work. As a Facebook user since early 2005, I have spent several years building my network on the site. I’ve managed to rekindle friendships I thought were long-lost and use the site as my primary means through which to store pictures. True, I’ve recently started to “trim the fat” a bit – removing friends who are merely acquaintances, hiding news feed updates from overzealous posters and tweaking my privacy settings – but I still don’t want to create an entirely new profile and friends list.

Maybe I’m missing the boat and not giving Google+ a fair shot. What do you think? Is Google+ worth a second look or am I right in thinking that the social media world has become way too overwhelming?