While my life continues to get busier and busier each day, I am faced with the challenge of how to manage the increasing activity. Each day, I juggle work, healthy living, and my personal life with varying degrees of success. Work/life balance has always been important to me but it is amazing how fast one or the other can take over if you aren’t careful.

Not helping this situation at all is the constant lure of new social media websites and iPhone applications that seem to launch each week. For example, a few months ago I started to see posts from friends that were done through FourSquare. I pride myself on being an early adopter of new technology and have been the first in line to buy a new device or sign up for a new service more than once. In this case, I was a bit conflicted - I already spend a ton of time on Facebook and Twitter, both online and on my iPhone, so how would I be able to add another application into my life without upsetting my current balance?

With some hesitation, I jumped in and signed up for a FourSquare account after asking a friend of mine what he thought of the application. In no time at all, I was checking in here and there several times a day and sharing the updates with friends. I was primarily able to do this because FourSquare allowed me to sign up using Facebook Connect. so I didn’t have to create a whole separate account. I was then able to Tweet and post my status to Facebook, reducing my need to sign into those two services separately to do customized updates. So while I am now accessing a 3rd application on a regular basis, it feels like I am netting out with the same level of diversion.

But wait, there is more.

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As a friend pointed out to me recently, one of the subjects that is starting to get as much press as sports lately (Tiger Woods & Olympics aside) is the national Census, which will determine how rapidly has the U.S. Hispanic population grown in the last ten years, as according to the last census, Hispanics made up 15% of the total US population.

Currently there are over 46 million people of Hispanic origin or descent in the U.S., and is estimated that by the time 2010 census is completed this number will surpass the 50 million mark, making it the fastest growing and largest minority group in the United States.  This majority minority is quite evident in urban centers of various states like: Florida, New York, California, Texas and New Mexico; for instance, in Los Angeles County, Hispanics make up the largest ethnic group.

The growth on this minority is not only evident on its total numbers among the US population, but its online penetration and presence has also increased tremendously within the last decade.

According to eMarketer there are currently over 26 million Hispanics using the Internet everyday, and that number is growing just as fast as the total number of people within this minority, and by the end of 2012, it is estimated that there will be nearly 30 million Hispanics on the Web.

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A few weeks ago, I was asked by Lisa Lacy on behalf of ClickZ why MTV’s Jersey Shore has become so popular through social media and conditions for the “perfect storm”.

‘Jersey Shore’ Builds Momentum with Social Apps

By Lisa Lacy, ClickZ, Jan 20, 2010

When actor Michael Cera got his hair blown out by Jersey Shore’s DJ Pauly D in a cross-promotional effort for Cera’s new film, Youth in Revolt, it was a new high for MTV’s hit reality show.

The show’s basic premise is similar to over 20 preceding seasons in MTV’s Real World franchise, yet Snooki, Vinny and the rest of the gang have reached an unprecedented level of cultural saturation. According to Nielsen, 1.4 million viewers tuned in to the premiere on December 4. And numbers have steadily risen since then, culminating in 3.6 million viewers tuning in on January 14.

That’s thanks in part to MTV’s efforts to harness organic buzz and create branded content. The company has launched a Twitter integration, exclusive online videos, and is preparing new features such as a character generator and an iPhone app.

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How we interact with our customers has changed a great deal over the last century and a half and is morphing even more rapidly than ever before.

Once upon a time, if your customers had an issue with your products or services, they would hop on their horse and gallop to the local store and speak to someone face to face. This very personal interaction would encourage the business to work closely with the customer to resolve the issue or face the possibility of that person telling the whole town how bad the store is.

Then along came the telephone and businesses had to establish call centers to stay connected to their patrons. The customers now had a choice - visit a physical location for help or just pick up the phone from the comfort of their own home. While this new era of options was a positive development overall, it gave some companies the option to hide from their customers behind a menu system and switchboard. They no longer had to look a customer in the eye and tell them that they couldn’t help them with their issue. However, the customer still had the option to tell their friends about their bad experience so the risk to the business of not assisting their customers was still relatively high. The only difference is that those conversations would happen one-to-one in person or during a phone chat so the risk of a lot of people finding out about poor service was relatively low.

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Most people who follow me on Facebook and Twitter have come to realize that I’m not shy about expressing my opinion about AT&T Wireless’ lack of coverage and poor service in my city and neighborhood—which just so happens to be Los Angeles, California.

For the last two years, I have had little to no coverage in my home and other areas of Los Angeles, often getting the “Searching” or “No Signal” notice on my phone. Last time I checked, LA is the second largest city in the US, which makes me wonder why one of the biggest wireless providers isn’t delivering in one of our nation’s biggest cities.

My neighbors and friends, equally frustrated with the lack of service, have also tried everything to voice their opinions—ranging from calling AT&T, to going to their stores, which ironically, had no signal inside the store (aka the store on Beverly and La Cienega).  One of my friends even carries a newspaper ad in his back pocket showing AT&T’s claims for excellent coverage in LA.  None of these efforts proved to be worthwhile.

Making matters worse are the endless Luke Wilson commercials touting AT&T’s fantastic coverage. Don’t mock me Luke Wilson. I doubt you’ve spent endless hours on the phone with AT&T trying to get the service that you paid for.

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Pitching journalists and bloggers for placements in a social media world requires keeping up with the ever-changing rules of engagement.

I’ve collected nuggets of wisdom along my PR career and put together a set of tips and guidelines to help you avoid a deleted press release and score that coveted placement.

TWITTER/FACEBOOK
While I believe the ideal way to build a relationship with a journalist is through a meet and greet, it can be tough given busy schedules.  Twitter and Facebook are great platforms to learn a writer’s beat, personality, channel/contact preference, subjects they’re interested in covering, and their deadline dates.   Most of the journalists I’ve worked with prefer email pitches.  I use Twitter and Facebook as a way to get to know a reporter so that when a client comes along that might be relevant to the journalist, I can help make a meaningful and authentic connection.

BLOGGERS
Pitching bloggers is different than pitching journalists.  They aren’t paid to write about something specific at a certain time and aren’t under any obligation to cover your brand.  They care more about what is of interest to their readers.   Giveaways, contests, photos, and exclusive content all provide incentive for bloggers to feature your product or brand because it in turn engages their audience.

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Last week Roger Avary, Oscar winner and co-scribe of Pulp Fiction, was removed from a work furlough program and transferred to a California jail just days after using his Twitter account to share private information about his cellmate.

The Ventura County’s sheriff’s department said he was transferred due to security reasons and not for his Twitter updates.

An interesting insight into the inner sanctums of America’s prison system or yet another incident demonstrating the freedoms celebrities are allowed that others are not?

Losing the ability to communicate with others is one of the fundamental liberties one is denied once they’ve been put behind bars. We’ve all heard it – “one phone call.”

When will it become – one email, last text message, or final tweet? What will inmates be allowed in this changing digital landscape? With blackberries and mobile Internet, what’s stopping someone from emailing the “rat” in a crime scandal just before he or she gets thrown behind bars?

I’ll be curious to see what rules the law will enforce or whom they’ll make an example out of. I have a sneaky suspicion that person is not going to be an Academy Award winner.

In August, Avary pleaded guilty to vehicular manslaughter while intoxicated following a fatal crash last year.

Last Sunday night, I noticed multiple posts on Facebook about Kanye West’s inappropriate actions at the MTV Video Music Awards, where he interrupted Taylor Swift’s acceptance speech.

Since the program was delayed on the West Coast where I live, I naturally went to social media to see what the fuss was about.

To my surprise, every video I tried to play was interrupted by a message saying the content was removed by Viacom.

Much has been discussed the past few days about Viacom’s decision to make VMA-related content available only on MTV or MTV.com. Viacom has been actively removing clips and content where they see it posted. Forums, message boards, UGC sites and blogs all had clips that had to be removed or wouldn’t play.

While Viacom is still engaged in a lawsuit with Youtube, my guess is their actions are as much about controlling content as driving traffic to their site and advertising supported video player.

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Imagine someone you love has been taken by a foreign, hostile government.  Where do you turn?

Perhaps unsurprisingly, the families of Laura Ling and Euna Lee went online.  There they found a committed, vocal and galvanized group of people who shared their goal of bringing their loved ones home from captivity in North Korea.  When you love someone, the why’s and how’s fade pretty quick.  Your overriding concern is simply getting them home safe. 

I speak from experience: Laura is my friend’s little sister.

There was an initial round of shocked emails as friends heard the news.  We know Laura as a level-headed, committed journalist, a woman who cared a great deal about exposing injustice and doing what she could to make the world a better place.

The women’s plight was aided a great deal by Laura’s older sister, Lisa Ling, a reporter for National Geographic and Oprah. Lisa is savvy as they come, and grasped quickly how the media could help raise awareness. The families hit the talk show and news circuit, pleading for their loved ones’ release.

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I believe that the best stories out there are ones that are from personal experience, filled with the joys and anguish we get ourselves into.  This is one of those.

Since I got my 73 year-old father to join Facebook and Twitter, he has had a ton of questions on how to use it.

“What is the difference between my Homepage and my Profile?”

“If I write on your wall, does everyone see it?”

“How do I tell just you that you are an amazing son?”

OK, I stretched the truth a bit oh that one but you get the idea.  Answering these questions for him took a lot of patience and some revisiting of previous lessons but I think I got him to good place on how to communicate appropriately on these platforms.  Luckily, my dad does not have a smartphone so would not need additional lessons on how to not embarrass oneself while out and about.

So, you might think that since I am such an active user and have the ability to teach others, I would be a master of all the nuances of the websites, as well as their slick iPhone applications.

Not so fast.

While I was on the iPhone app recently, I received a Facebook email, that I thought was just for my eyes only.  It was not a very complex email, and actually contained an invite to a nice party on the weekend.  Sweet – I’ll have something to do this weekend instead of catching up on episodes of 30 Rock.  I hit reply and went into detail about my week, what was going on this weekend, and some little quips that only my friend would have been able to understand.  I believed that my friend would respond with a smartass reply and all would be well in the world once I got back to my computer.

OOPS.

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