It’s that time of year again when Madness prevails in the office. As a proud holder of a masters degree from Georgetwon University, I think it’s going to be a great March. Hoyas win round 1 in a dominant fashion, compliments of the Washington Post. Go Hoyas!

Pam Slim has become one of the most popular bloggers on the Internet, using her Escape from Cubicle Nation blog to help thousands of entrepreneurs find the courage to start and build succesful businesses. Syndicated by usatoday.com, foxnews.com and a Chicago NBC affiliate, and ranked in Technorati’s top 5000 (her blog is actually ranked twice due to a quirk in Technorati’s system), Pam has become a big success. Now the blogsphere’s favorite “escape expert” shares some tips with us!

You work with many large companies. What made you start Escape from Cubicle Nation, a blog about entrepreneurial endeavors?

I started my blog when I was at a transition point in my business, moving from consulting with large companies to working with individuals. Eight years as a consultant inside hundreds of corporations throughout the U.S.
and Europe was the best kind of market research – I know there are thousands of frustrated employees dying to break out of their cubes!

Needless to say, it would be a conflict of interest to continue to consult with corporations due to my current focus, so I have chosen not to continue that part of my business.

How has Escape benefited your business?

My blog has been an amazing tool with multiple benefits to my business. All of my current coaching clients have found me through my blog. I have formed joint venture partnerships with companies like Startup Nation, to offer coaching programs. I have gotten lots of mainstream press exposure from on- and offline publications like U.S. News & World Report, The Baltimore Sun, The San Francisco Examiner and The Arizona Republic. My blog has recently begun to be syndicated on a regular basis on usatoday.com, foxnews.com and a chicago NBC affiliate. All is great for building platform, and establishing myself as a unique voice in the very crowded online world.

But the best part, without question, is building relationships and community with a whole lot of cool and creative people all over the world. I have thoughtful and dedicated blog readers (like you Geoff!) who take a lot of time to respond to posts and help others who are struggling to make the transition to entrepreneurship. Perhaps my favorite compliment to date came from a reader who felt my blog represented “virtual hope.” If I am making a difference with my work and my words, that brings me great satisfaction.

In addition to blogging, youve experimented quite a bit with podcasts, teleconferences and other alternative media. Whats your favorite aspect of the new media environment?

I love how simple and inexpensive it is to set up and run a whole range of different media platforms. Everyone learns differently, and it is nice to offer various ways for people to access resources and tools. My new foray is into internet radio, and I am finding that to be even more fun than podcasting. (if your readers are interested, you can find my show here:
http://www.modavox.com/voiceamericacms/WebModules/HostModaview.aspx?HostId=2
20&ChannelId=2&Flag=1

How has the new media (blogs, video, etc.) impacted businesses in general?

I think businesses are going to be forever altered by new media. I heard Robert Scoble speak at a conference the other day and he was talking about how fast companies need to respond to negative press. It used to be a 24-hour window, where you could strategize and think about how to spin a response. Now, if someone blogs about your company in a negative way, you need to respond immediately, or see things spin quickly out of control. I see this as a *good* thing, as it will force businesses to be closer with their customers, like it or not!

On the entrepreneurial side, blogging offers a very open and personal way to connect with your customers. I can’t think of a better way to build trust and confidence in what you have to offer than with interactive media like blogs.

What tips would you offer other bloggers?

Get clear on who your audience is and what is important to them. What kinds of questions keep them up at night? What annoys them? What do they need?
What unique perspective can you provide that will be different from everyone else out there? I think some blogs falter because they are too far-reaching and generic, providing high-level information on too many subjects.

The other suggestion is to not be afraid to speak in your real voice.
People like blogs because they offer information in a straight-forward and personal way. Who wants to read the same old boring marketing crap that is so carefully scrubbed that it loses emotional appeal? While you don’t want to spend too much time writing about your cat if your blog is about personal finance, don’t be afraid to throw personal antecdotes into substantive material. People like to know how you have learned from your own experiences.

Do you see social networking as an art or a science?

I see it more of an art than a science. We just have new tools to reach each other, but communicating is still a human interaction that requires judgment, humility, humor, timing and finesse.

People who set random goals for their blogs or podcast such as “x number of incoming links by date” seem more inclined to employ abrasive tactics like demanding link exchanges or sending “sales-y” emails asking you to blog about them. A more natural way to build a reader or listener base is to think about the kinds of people that you have a lot in common with that would be fun to learn from and hang out with. Spend time reading their blogs and participating in comments. That will create a much more natural path to building relationships.

That said, there are some more “scientific” tools you can use to determine who might be good to partner with, how to manage things like overflowing email once you get a lot of interest in what you are doing, and search engine optimization to make it easy for people to find you.

Last December’s Time person of the year article really seemed to legitimize blogging and other web 2.0 technologies. What do you think is next for the blogosphere?

I think we will continue to see more businesspeople jump on the blogging bandwagon. Some will produce mindless drivel like most of their marketing material, but others will really distinguish their companies and employees by providing fresh, real information to their constituents and customers.

It will be interesting to see how we sort through all the noise as more and more people start blogging. I imagine there will be more “editorial aggregating” sites such as www.9rules.com that help the general reader find good blogs.

On a social basis, I think blogging will continue to bring people with common interests together. In a world which is increasingly busy and neighbors increasingly isolated from each other, I think this will be a great way to increase connection.

Last Thursday, I went to the BoT Mid-Winter dinner with one of my clients Cynthia deLorenzi, CEO of Success in the City. We ended up taking a limousine to the event, compliments of another client, Reston Limousine. It was an outstanding night with major players from all of the largest companies in the city, always a powerful crowd and if you aren’t there…

Anyway, when we left, there was quite a large crowd outside. Our limousine pulled up and we got in. As I looked out the window, everyone — as in CEOs and regional VPs of major cos, etc. — was looking at us. A shiver went up my spine, and I felt like a made man a la the HBO series “Entourage.” It was awesome. Not bad for my first trip in a limo. After a long day at the FCW Wireless event, it felt great to be driven around, too.

As a supporter of the arts, I like to share new experiences. If you haven’t been to the new Signature Theatre in Shirlington, check it out. Saturday night’s performance was Hamlet from an Israeli company, produced by Cameri Theatre of Tel Aviv. It was outstanding, an incredibly strong performance on a primal, emotional level.

Had to turn down a business opportunity this week that would have had me in London on Thursday conducting a branding session. Plus I had to bail out of a meeting for a possible social networking JV, which was frustrating.

The reality is that I just have to be very careful with my schedule and the work I’m accepting until I get a new lieutenant on board. Basically, the business is in a holding period. This week I’m planning on making an offer to one of my new candidates. It will be good to start making forward progress again, and to work a little less hard. I need help.

The Buzz Bin concept is fleshing out. I got a great email from a reader, plus the Baradell interview was helpful. Basically, it was strongly suggested to me to keep writing Diary entries and not move towards more the usual talking head stuff. I think between the new interview series and entries which are a little more “real” rather than just hard core always about the biz, the blog will get better. Please keep the comments/suggestions coming.

Here are Monday’s quotes, all from Shakespeare:

• “The play’s the thing wherein I’ll catch the conscience of the king.” Hamlet, Act II, Scene II
• “Men at some time are masters of their fates: The fault, dear Brutus, is not in our stars, but in ourselves, that we are underlings”. Julius Caeser, Act I, Scene II
• “Be not afraid of greatness: some are born great, some achieve greatness and some have greatness thrust upon them”. Twelth Night, Act II, Scene V

Today’s Washington Post had a great article on how negative comments on the blogosphere can damage a person or company’s reputation. The law student example demonstrates once again how important it is to militantly maintain your brand online. Further, bloggers need to understand the impact of such comments and write with responsibility.

This is an issue that will continue to evolve as the power of new media unfolds further. Personally, in such instances, I think it’s important to consider the source.

Copy Blogger has dedicated a special issue to the Five Tips for creating a “Sticky Blog.� Personally, I believe the fifth tip of creating value is paramount to the other tips, but the rest are valuable.

Blah, Blah, Blah blog discusses the impact of your very own Washington Nationals new guerilla marketing campaign. Could we reach a tipping point with the Nats that no other local team has created? Perhaps there will be a new level of enthusiasm we have not seen in DC since the Hogs ruled RFK? As a baseball fan, I’ve already gotten my tickets, and I hope the team’s actual performance matches the pre-season excitement.

The Sunlight Foundation is using its blog to promote transparency in government. A call to action for DC residents invites them to the National Press Club to hear more.

I have a client who was in the exact same situation that precipitated the creation of my company. She handled that situation with such simplicity and grace, I was dumbfounded. Seeing someone who is so much more emotionally savvy and mature than myself was quite the lesson. It made me very grateful.

It also reminded me of the old country adage that you shouldn’t wrestle in the mud with pigs… they like it too much. Leadership requires the ability to bear pain. This is something I realize more and more with each passing month.

Recently Toby Bloomberg, author of the Diva Marketing blog featured me on one of her blogger stories. As I became more acquainted with her work, it became apparent that she had become a major success in the blogosphere as a marketing expert, with a top 5000 blog – no small feat for a such a specific subject matter.

One of my goals as part of the migration to the Buzz Bin concept is to include interviews with successful business bloggers across the Internet. And with that, we begin with Toby (Click here if you are looking for Monday’s normal entry).

Q: How did Diva Marketing become one of the higher ranked marketing blogs?

Quite honestly, I think part of it has to do with longevity. Diva Marketing launched in 2004 and that gives me a bit of an advantage. What does Al Ries say about “first to market� having advantages? Inbound relevant links are a critical element of both traditional and social media search algorithms. Diva Marketing is well linked and which happened over time. Of course, a great new blog can enter the scene today and gain link prominence over night. That success usually occurs with blogs that tap people’s passions like politics, celebrity gossip or hobbies. I bet an official NASCAR or Harley blog would go off the charts in seconds. In the business blogosphere, it’s a build unless you’re a celeb author or name brand.

People read blogs for basically two reasons: information and entertainment. That translates to content and tonality. One – people will read your work if they want the information; even if they don’t like your style they’ll come back if you’re the only game in town or if you are first to post. Two – people will read your work if they like your writing style even if they can get the information other ways. But combine content and style and you have a winner.

With Diva Marketing I’ve developed a funky voice that I use periodically. People seem to like their marketing served up with a little funk. I also write about social media issues that sometimes synergizes with what is being picked up by the tech/geek bloggers and often that brings links from Tech Meme or Tech Crunch. And every once in awhile I’ll pick up on a story that is controversial, like Jupiter Research, which gains visibility within a community of bloggers. When that happens the conversation is expanded and links fly back and forth as the story progresses.

Jupiter Research – http://bloombergmarketing.blogs.com/bloomberg_marketing/2006/07/backstory_a_few.html

The three secrets are great content that resonates with your readers, a writing style that is easy, as well as, interesting to read, and making “friendsâ€?or building community. Which goes back to the relationship game… the heart of social media strategies is about connecting with people.

Q: How has blogging benefited your business?

Diva Marketing has become my most significant marketing effort. As we discussed, Diva enjoys high search rankings on key words like marketing blog. More customer touch points result in more opportunities: new clients, speaking engagements, interviews with main stream media.

Through blogging I’ve extended my network which has led to business partnerships, as well as, client referrals and requests for articles. I’ve even had my 15-seconds in main stream media fame when I was quoted in prestigious publications such as BusinessWeek Online, Wall Street Journal, INC and highlighted in the best seller book on blogs – Naked Conversations. While none directly might have brought immediate new business combined my credibility has been confirmed and enhanced. As a consultant yourself, Geoff, you know well that consultants live and die by their reputations.

Q: What’s your favorite aspect of blogging?

Can I have three? The learning. The writing. The friendships. The business benefits. Ooops that makes four! Funny I wrote business benefits last in this list when it was the initial reason I launch Diva.

Q: You’re going to moderate a best practice blog lab at the BlogHer NYC conference in March. What should attendees expect?

They’ll first be presented with a series of four case studies about how companies are using blogs. The cases, presented by the blog authors, will illustrate the how of why a blogging strategy was developed and why it succeeded. Then Marianne Richmond and I will help facilitate conversations at small break out tables where attendees will discuss best and worst practices. Our goal is to provide a realistic view of business blogging and an environment where questions can be asked and ideas explored.

Q: What tips would you offer other female bloggers?

I would tell them (and men) to view social media marketing as a credible strategy. To approach it as you would any other part of your marketing plan. I’ve found many people’s immediate reaction to blogging is, “I don’t have time to blog.� I think that’s because they’re not convinced it is a “real� strategy. As with any strategy to succeed time and resources do have to be committed. Then goals and objectives developed that support business outcomes. Once that is established the goals will drive direction, evaluation and the content of your blog.

I would also remind them that social media is unlike any other marketing strategy. It’s built on a demanding culture that insists on: honesty, transparency and authenticity. If those pillars are in place than you have a wonderful opportunity to develop conversations and relationships with customers and stakeholders.

Q: Do you see social networking as an art or a science?

What an interesting question. As with marketing in general, I suppose the answer would be both. Although technology based, social networking began as a communication art. However, as with any interactive tactic (email, viral, search) the science of evaluation is being integrated to justify ROI. The challenge is in determining the right metrics and what those metric should mean for this new approach to marketing.

Q: Last December’s Time person of the year article really seemed to legitimize blogging and other web 2.0 technologies. What’s next for the blogosphere?

Big question. Wish I had a crystal ball then we could retire to a lovely island with wifi (smile). But here are a few ideas about where the business blogosphere seems to be heading. As the data from consumer generated media (CMG) becomes better understood and more affordable it will gain in importance and acceptance as a compliment to a traditional marketing research strategy.

Niche communities will continue to develop and over lay with the latest and greatest widgets to make it easy to develop relationships. 3-D communities like Second Life will considered for workshops, presentations and conferences. Marketers will begin to take a closer look at the conversations within them. Some smart company will develop a search engine/directory of communities.

Blogs will become SOP (standard operating procedure) incorporated in websites as About Pages. Bloggers will also continue to explore how to monetize their blogs. Pay for post, professional bloggers, ads on blogs and ads in RSS feeds… those are not going away. As we saw with the outcome of the Edelman/Wal-Mart situation last year, ethics will be looked at more seriously when developing strategies.

More organizations will develop positions that incorporate social media responsibilities, which in turn, will be included in job descriptions and accountability. A far cry from the Microsoft bloggers of 2004. However, those companies who can’t dedicate staff will look to subcontracting to blog copywriters.

And the world will continue to grow more connected and intertwined. My hope is that social media doesn’t loose its heart… because if it does, we’re back to square one… Old marketing disguised in new social media marketing clothes. And just does will not work any more.