Julia Pflaum

It seems that conversations about graduate school often become frequent around the New Year. I would assume that it has something to do with people making resolutions for improving their life. Considering the monumental challenge of obtaining a Master’s is certainly a viable option in mapping a path to betterment.

The other day, I came across a tweet asking for anyone who had completed a Master’s program in Communication. Having recently graduated with my Master’s in Public Communication from American University, I was compelled to respond and share my personal experience with said Twitterer. Coincidentally, I stumbled across an article by Matt Cheuvront proclaiming, “I’ll Never Go Back to School.” Again, I am compelled to share my story, so as to offer another perspective on this apparently hot topic.
Is a Master’s degree beneficial to what I do now? Absolutely. After I obtained my Bachelor’s in Journalism, I moved to D.C. to try my hand at getting a job as a writer/reporter. I landed a gig covering the mortgage finance industry at the height of the bubble burst. It soon became clear to me, although writing is my passion, Journalism in its current state is very much a joke. Now certainly, one job cannot clearly depict an entire industry, and there were other issues at hand, but I quickly realized that traditional journalism and techniques for achieving what constitutes as “fair and balanced” was not for me. Not to mention, I was perpetually interested and compelled by online and digital media.

Now on top of wanting to change fields, another factor weighing heavily at the time was that I was in D.C. and very much wanted to stay there (that soon changed after about a year). In D.C., a Master’s degree is pretty much standard and almost necessary to compete for most entry-level jobs. Thus, my interest in graduate school fueled and I was prompted to attend an informational session with American University. Of all the schools in the D.C. area, I choose American for their reputation in communication. It was the only school I even considered.

The information session was extremely beneficial and really painted the picture of the Public Communication program AU provided. I was also able to meet and speak directly with a number of professors and staff members. I highly recommend attending an information session, even if there’s even a thought about graduate school. I had access to so much more information, almost none of which is readily available online. A lot of my questions were answered and materials were given out to make the application and financial aid process that much easier (a definite plus).

Now, back to the question at hand: what is the benefit of graduate school? I think most approach graduate school as an investment in the sense that eventually the degree will one day result in a larger paycheck. Sure, that’s one, very obvious benefit. But in terms of working and career enhancement, I felt that graduate school gave me the tools and exercises necessary for excelling in a professional environment, specifically in the field of communication.

American’s Pub Comm program is very much geared toward the field of Public Relations, which I was briefly introduced to during my undergraduate studies, and really focuses on examining the discipline with the addition of so many new technologies and fields. All case studies and campaigns studied heavily focused on the incorporation or utilization of social media tools while dissecting the message as presented in a number of different channels. For my interests, as I truly believe that social media is the future of communication, I found this knowledge and instruction extremely useful and engaging. Others in the program, who were more traditional-minded, often felt that there was too much focus on social networks and the like. (This is something to consider and question depending on personal interests when investigating different graduate programs.)

Not only I did I find the coursework intriguing and relevant, but I felt the instruction I received in graduate school was on a completely different level than what I experienced in undergrad. I’m not sure if this is true of every graduate program, but I think it’s very important when studying at an advanced level. Additionally, teachers were encouraging and helpful in exploring topics of individual interest and curiosity. Many of my classmates were international, so topics and issues were always very diverse. I was exposed to so many other ideas and perspectives within a classroom setting. Such diverse insight definitely has served me in developing and approaching communication in a global economy.

Now, one major criticism of graduate school is that more schooling cannot compare to actual on the job experience. I think that this is something to be cognizant of, but I think it really depends on the field you want to be working in. Graduate school is what you make of it. I wanted to change disciplines while gaining knowledge and experience in an area that is in its infancy. For me, graduate school was the obvious choice. Graduate level courses provided me with instructors well-versed in specific areas of communication for me to build a body of knowledge applicable in various fields. Not only was I exposed to theoretical constructs, but I was also forced to apply them to modern communication systems for better understanding.

In my current position as a Marketing and Communication Specialist, the skills and experience I gained in obtaining my Master’s definitely help me in performing my job. I can’t really say that working for two years would have been sufficient preparation. Not only did I not apply for the job, but I was recruited as a result of my personal blog, which I had started while in graduate school at the insistence of my professors. In studying social media, I realized how important it is to utilize the available digital channels for communicating and presenting information in comprehensive, digital format. My blog, not only demonstrates my passion for writing, but my ability to think critically about communication, while also showcasing my research work from graduate school. Essentially, I realized how the field of communication is changing and saw an opportunity to present myself in a new way to potential employers. (I don’t think I would have picked that up sitting at a desk fielding angry phone calls from clients.)

For the work itself, I am responsible in aiding the marketing department to complete all sorts of communication efforts ranging from advertising, marketing, public relations and social media. All these aspects, I feel, are slowly becoming more closely intertwined as digital tools make communication more rapid and immediate. What binds each together is effective communication, often dependent on strong writing, which is definitely strengthened with a stint in graduate school. Additionally, the ability to think critically and present information in a comprehensive, concise manner is another skill I picked up thanks to my Master’s degree.

So, overall, I am grateful and pleased with my decision to undertake graduate level studies. Even with the daunting monthly loan payments, I feel like the skills and experiences I gained are worth every penny. Whereas undergraduate school trained me to think like an employee, graduate school taught me to think like the boss. Not only can I better identify opportunities, but I am capable of seizing them through effective communication and available tools. I feel that graduate school forced me to be more proactive and motivated when working to achieve a goal.

While certainly, in this day of available information, if one dedicates enough time to something, skills and experiences will result from diligent study. But, just like any experience, it helps to be immersed in an environment where studying and learning is the main focus.

After a whirlwind holiday break, it seems appropriate to jump back into the swing of things with another profile of a brand’s social media efforts.  In this installment, I’ll be analyzing J. Crew’s online presence.

Web site

As a brand, J. Crew is easily associated with ideas and styles described as classic, poised, refined and luxurious. The company image is polished and transitions seamlessly from the store to the catalog to the Web site.

The homepage is clean and simple, much like J. Crew clothing styles. Users are greeted by an image from the most recent catalog current promotions of featured new merchandise. Once inside the Web site, users can navigate from department to department in browsing merchandise and products.

Over the last year, J. Crew introduced two in-house stylists, Jenna and Jack, to offer personal style advice and trend picks. With subsequent features in the seasonal catalogs, the stylists are especially highlighted online and receive a significant amount of attention and promotion.

Where the retail stores use mannequins to display clothing and create outfits, the online store uses Jenna and Jack to promote products. The stylists also offer a personal element to the site, as they serve as influencers for customers. Brand enthusiasts looking to re-create the J. Crew style can refer to Jenna or Jack for guidance.

In typical J. Crew fashion, the online store is a great example of retail within a digital format.

Email

Like most retail brands, J. Crew promotes the online store and official Web site through heavy email marketing. After placing orders online from J. Crew, I was automatically added to the email list, which generally highlights special promotions. Instead of coupon or promotional codes, J. Crew emails mostly highlights sales and clearances currently running. I typically receive an email from J. Crew about every other day.

Unlike the official Web site, links to the official J. Crew Facebook fan page and Twitter feed are presented within the email marketing correspondence. The email image mirrors that of the homepage, with similar merchandise featured in both, but is timely with a tagline referencing the New Year.

The email marketing materials are well designed and crafted to direct users to featured products or departments in the online store. Whether promoting clearances sales or announcing new seasonal arrivals, the emails are succinct and concise without being overbearing.

Facebook

Upon landing on the J. Crew fan page, an image from the marketing email greets users as the page’s picture. In moving around the page, it is clear to see the loyalty for the brand as there are nearly 200,000 fans. While enthusiasm is evident, the page lacks control or moderation by the brand. Fans often post questions or messages directed to J. Crew representatives only to receive answers or response from other fans.

Status updates are rarely posted. If the page is updated, messages lack voice and are inconsistent. There are elements of the Facebook page that are put to good use. The left-side banner is put to good use with boxes highlighting opportunities to interact more personally with the brand. When clicking over to the J. Crew tab, the specific departments of the online store are distinguished and linked.

Twitter

Deemed the “J. Crew Insider,” J. Crew’s Twitter (@JCrew_Insider) feed doesn’t offer much information from the inside perspective. The account is updated sporadically and inconsistently. Updates include information about events specific to New York City, links to recent media hits and appearances by stylist Jenna. Judging by the type on content, it seems the Twitter account is being used as a public relations tool.

Analysis

What is so great about the J. Crew brand — simple, effortless style — remains to be seen throughout multiple digital platforms.

The online store is fluid and functional. Merchandise is easy to browse and more information is provided enhancing the online shopping experience. The addition of style consultants, Jenna and Jack, infuse personality and approachability into the brand. The email marketing materials are timely and routine, without being invasive or spammy.

The Facebook page and Twitter account, however, leave much to be desired in terms of communication about the J. Crew brand. Neither seems to have a clear purpose. Both lack a defined voice and the polished look reflective of J. Crew in other online channels. The Facebook page is lacks regular updates and response to fans’ inquiries. The Twitter messages are sporadic and unclear.

As social media allows for more direct interactions between consumers and brands, creating and establishing accounts within the popular networks shows a desire to connect. However, just having accounts is not enough for a major and influential brand, such as J. Crew. To improve the communication efforts within social networks like Facebook and Twitter would certainly benefit the brand’s overall image, improve customer service and promote marketing efforts.

This passed year has seen it’s fair share of unfortunate and untimely celebrity deaths. While I am deeply saddened by the passing of notable, talented figures, I can’t help but notice the prominent role social media has played in facilitating communication surrounding celebrity news.

For example, I learned about the passing of Brittany Murphy via Twitter. A little late to the news, I was first inundated with reactions and personal reflections by members my Twitter network. Further down into my feed, though, I found links to stories and reports from media companies and networks.

What’s more is that shortly after the story broke, reports were released detailing celebrity reactions. More so, the responses were not released in any official capacity – they were posted in 140 characters or less. Soon, links were posted to reports about celebrities tweeting about the tragic loss.

Initially, reports were based on official statements and information as obtained through public records of filed police reports, as they were made available. However, as the Internet provides a public space for exchange, conversations occurred online to further discuss and react to the unfortunate news.

Certainly not notable sources for real, ground-braking news, Web sites and blogs like Us Weekly and Jezebel filled the gap when more facts are not available and questions linger.  They serve to provide another outlet for information that is not found in the traditional media.

It seems, though, that as information becomes available, reports from traditional media outlets starkly contrast the articles floating around online. News stories stick to details as confirmed by officials while including past information about Murphy as it has been previously published. Online articles tend to speculate and spew rumors linking the starlet’s death to drugs or prescription pills or anorexia.

This disparity is demonstrative of how traditional media continues to struggle to fill today’s need for constant and continuous information.

As communicators, it is important to be aware of the differences between reports as presented by traditional media versus contemporary outlets. Especially in terms of brand awareness and image control, every source of information serves to paint a picture and contributes to shaping individual perceptions.

Reluctant to fuel flames, it seems that the media middlemen, specifically publicists and public relations professionals, are underestimating online channels as powerful distributors of information. Unable to control the conversation, major media players tend to remain absent from the prominent dialogues.

Certainly, in the time of tragedy, there will be silence so as to honor and to show respect to the passing of a notable figure. It is unfortunate that today’s volatile media landscape does not allow much for grieving.

I love customer reviews. I feel it is my duty as a consumer to spread the word about things I really like or things I really dislike.

The other day I fielded a phone call from my fab stylist, Julia of Alter Ego Raleigh. She was calling to offer me a free blow out as a gesture of gratitude. Apparently business is booming thanks to the review I posted on Yelp.com following my first hair appointment.

Talk about customer service!

I do believe it is customary for small and local businesses to offer discounts or gifts for friend referrals. But this is the dawning of a new age. By posting a review on Yelp.com, I was able to speak to a larger, more targeted audience as my social network in Raleigh is not very extensive.

I spoke highly of my styling experience to friends and family, but in writing a review in a public forum, I was also able to speak to the person responsible. This idea of speaking to other consumers, while also offering critical feedback, is the beauty of online customer reviews

The Internet houses a lot of information. As I spoke to previously, these shaky financial times have forced consumers to be mindful. Every purchase, both large and small, is diligently researched so as to ensure the best deal is gotten.

While product descriptions and specifications are handy, the true testament to a product’s quality is in the customer review. Therein lies everything a consumer wants to know: how will this product (or service) benefit me. No matter how crafty, language provided by the company cannot truly answer that without being brazen marketing.

From a review, one can gauge overall customer satisfaction and make a decision based on real, honest opinions and reactions.

Customer reviews are empowering and ever changing the way people interact online. No longer do companies and brands control what is said about their products or services. Additionally, posting customer reviews in public forums reward those that do good and identifies those doing bad.

The bigger picture, still, is the idea of socializing shopping. In a store, purchases can be made impulsively thanks to convincing displays or limited bargains. Online, however, consumers are more informed and savvy thanks to available channels for people to interact and exchange.

I love a good deal, but, more so, I love a good product.

I can talk a lot about what I see of companies and brands using social media. Like any passive observer, I’m quick to make note of the bad and hark on areas in need of improvement. However, in an effort to provide tangible insight, I will be regularly reviewing the online presence of notable brands and companies noting positive and negative examples of corporate social media efforts.

In this first installment, I’ll be looking at L.L. Bean’s use of social networking sites, specifically focusing on Facebook and Twitter.

First, let’s start with Facebook. With over 350 million users, Facebook is a major channel for sharing the latest company news and emphasizing brand awareness. For retail brands, I like to think of Facebook Pages as window displays that serve to entice window shoppers into the store. Essentially, the Page should be organized in a way that is representative of the online store, while highlighting the best deals and promotions. A good Facebook Page, while engaging and interacting with fans, should always be driving users to the official Web site through direct links.

In judging the L.L. Bean Facebook Page, I think it does a decent job of emulating the current homepage as it uses the same holiday graphics and images. There could be better ties to the homepage, but it is clear the purpose of the Facebook page is to establish a more personal relationship between the brand and consumers.

At first glance, I’m digging the way that L.L. Bean has turned the space reserved for a brand logo or image into a promotional opportunity. As Christmas looms, the Page profile picture serves as a space to promote a current shipping deal to fans.  Personally, I like cross-channel brand harmony in the form of the same icon or logo for each outlet. Nevertheless, I find this to be quite creative, although, the image does not directly link to the online store despite prompting users to “shop now.”  To boot, the smaller icon displays “L.L. Bean Free Shipping” which serves as a perfect advertisement without being invasive within the News Feed.

In terms of content, L.L. Bean updates the Page status with consistent, concise messages presented in a variety of ways. In the past week, the Facebook page has updated with information about the company’s corporate responsibility initiatives, recent media hits (in the form of blogger reviews), customer service giveaways and featured seasonal products.

Outside of status updates, the L.L. Bean Page makes good use of features and formats within the Facebook framework. While the tab, “boxes,” is a little vague, the information presented within the space is useful and demonstrative of many facets of the L.L. Bean brand.

Foremost, the promotion offer for Facebook fans is reiterated and coupled with a request for interaction and engagement. Next, important links are displayed for users to further opt-in to L.L. Bean marketing communication efforts. Next, the company invites fans to get even closer by linking to employment opportunities. Then, for those unfamiliar or looking to learn more, there is a quick overview of the company’s history. And, finally, the L.L. Bean Page links to its “Favorite Pages” to show support of organizations and causes in line with the L.L. Bean lifestyle.

In moving to the next channel, the (corporate) L.L. Bean Twitter page is well-maintained and functions primarily as an outlet for customer service and brand awareness. (Currently, L.L. Bean has three Twitter pages as linked to on Facebook: @LLBean_PR, @LLBean_Chicago and @LLBeanHuntFish.) Immediately, @LLBean_PR identifies who is speaking for the brand, Laurie Brooks, “a PR Rep,” and the purpose of the page, “inside scoop” from the company  headquarters in Freeport, Maine.

Obviously, there’s a bit of a disconnect between the different L.L. Bean Twitter pages as they do not look alike, sound alike or act alike. The “Chicago” account is representative of two flagship stores and only speaks to specific events and promotions available to that area. Additionally, the “Hunt/Fish” account focuses on the lifestyle representative of the brand. Neither accounts actually detract from the overall online presence, but there is room for a more concise online communication strategy.

Overall, there’s definitely room to improve the L.L. Bean brand harmony across channels. In observing the company, however, L.L. Bean clearly illustrates a dedication to occupying space online for improving relations with customers and consumers while making efforts to establish a solid presence.

Disclaimer: I have no affiliation with L.L. Bean.

How much information is too much information? What is the harm of too little information? As communicators, it is our job to know what to say and how to say it. However, it seems that the prominence of social media has muddied the waters.

Yesterday, I was driving into work and heard a report on the local NPR station, WUNC, about the Limited Information Available on H1N1 Deaths . In investigating recent fatalities of H1N1, reporter Rose Hoban found that there is no set standard outlining what information can be revealed.

With the epidemic starting to wind down, major lessons were given determining how much information to share with the public during a major crisis while facing the realities of the Internet. It was seen that revealing too little information caused more problems as speculation and unanswered questions would fuel rumors.

When too little information is presented, conversation is stifled and progress is slowed as a result. In the case of a major health crisis, people are unable to follow through in following the designated call to action if they are standing around asking questions. To the effect, if not enough information is shared, it is harder for the public to find and less are able to receive the message.

Yet, there are pitfalls of providing too much information. As communicators, it is important to ensure that a concise, clear message is consistently put out. With more information, it is harder to organize and to distribute in a fluid, comprehensive way. Especially with all the channels programmed for rapid communication.

However, I think social media gets a bad rap and is identified as the cause for all major communication break downs. That’s not entirely accurate.

Social media provides different channels for communicating. Each channel requires the same message but different packaging for distribution. As the technologies continue to grow and develop, it is still difficult for message senders to address those that need and want to be receptors.

Mind you, disconnect is not the fault of the technology, but those that are unwilling to learn how to properly use them. Information cannot be presented in the same manner online as it can in print or broadcast. (Duh.)

Just because social media channels run on rapid communication, does not mean information should be thrown up without thought or contemplation.

The networks are not just about talking. Think of each channel as a different color of the rainbow. Individually, they can stand alone, but when put together they create different picture. Take the time to consider how the information needs to be presented for it to be considered relevant.

In my final semester of graduate school, I took a crisis communication class. At first, I hated the class, despite having an exceptional instructor well-versed on the subject matter, Professor Darrell Hayes. Speaking as a realist, I didn’t immediately have the flair for communicating in times of crisis as my initial reactions generally fall along the lines of a frank ‘deal with it’ type of response.

Like all good teachers, my professor was diligent in instilling the necessary patterns of thought when responding appropriately to a crisis. We were given the tools for crafting materials for addressing potentially damaging situations. More importantly, though, we were taught strategies for assessing severity so as to issue a response equitable to the problem.

In studying the subject, I was curious to see how communication is presented within online channels to address and speak to crisis. As if communicating during a crisis isn’t difficult enough, now that the Internet allows for immediate and rapid response, there’s even more pressure to get it right. To better understand how communication systems are evolving with digital tools, I went directly to the source: Facebook.

Facebook is the communication game changer. The style and approach in addressing user complaints or issues is notorious and easily recognizable. In their short existence, they have been faced with a number of crises, often magnified by users speaking out against the network within the network. Users are enabled to speak directly to the source of the problem. This open avenue of communication, while increasing the potential for damage, is ultimately beneficial.

As I noted in my case study (which you can read here), Facebook was able to avoid the media windstorm that often occurs with crisis. There were number of articles written and published online regarding dissent among users due to changes to Facebook’s terms of service. However, instead of responding by issuing a statement to major press outlets, Facebook spoke directly to users by posting a statement to the company blog with Mark Zuckerberg as the designated spokesperson.

No fire was fueled. The response acknowledged the disgruntled members while justifying and explaining Facebook’s position on the issue. The crisis was stopped in its tracks.

Responding to crisis in this manner now seems to be the standing norm. In taking a page out of the Facebook playbook, Tiger Woods released a statement addressing his recent mishap on his official Web site. While the media continue to gnaw at the lifeless body that remains of this story, it is clear the influence of the media has diminished.

These new platforms and channels for communicating allow for more control over the message without relying on the media for distribution. Sure, this story, like any other concerning celebrities and scandal, will continue to be strangled by the non-stop media circus. Nevertheless, the availability of different platforms for speaking results in more effective management of crises through communication.

Although it seems like such open, accessible avenues would create more crises; I think the more opportunities for people to communicate freely are ultimately beneficial and necessary.

As a student of public relations, I’m always on the look out for opportunities. Social media certainly affords a new world of exciting opportunities for communicating with a target audience.

While I’m constantly looking out for ways to speak to people, I feel it necessary to take the time to turn off the sound machine and actually listen to what people are saying. I used the holiday break to gather a diverse sample in which to survey the typical Facebook experience.

Okay, so maybe not as diverse as I’d prefer, but my sample included a Mom, about 50 years of age, and a College Student, female at 19 years of age. With an interest in assessing how notable brands use Facebook, this sample was pretty representative of the typical target audience.

For the most part, I was curious to know what a typical visit to Facebook generally entails for the average user.

The Facebook experience for Mom began as she would log on primarily to look at pictures or to upload her own. She said she mostly browsed friends’ pictures, clicking on the Picture application icon, as opposed to viewing the albums with tagged friends that appear in the Photo News stream. Generally, her sessions conclude when she began wandering from her friends’ photo albums to those of people she didn’t know, feeling guilty for enjoying in voyeurism.

College Student also was interested in viewing friends’ pictures, mostly those that she was tagged in. With email notifications set up, College Student said she never visited Facebook without a prompt. Apparently, many of College Student’s friends are using status updates to detail daily schedules and agendas. College Student expressed disinterest in knowing minute details of friends’ lives and instead used text messages to inquire of a friends’ availability.

Both Mom and College Student admitted to being fans of a number of brand pages, mostly fashion brands or local stores, but neither could recall an instance where they felt compelled to interact with other fans or the page itself.

As a fan, Mom opted in as a way to hear more about specific promotions and sales without pesky emails filing up her inbox. College Student, however, used fan pages as identifiers of personal style by proudly displaying pages of notable high-end fashion brands and companies.

So, how do these Facebook experiences translate into opportunities? It is important to remember that Facebook is a dedicated network for the purpose of socializing. Brands can exist in this shared space, but should be respectful of boundaries. Like personal profiles, pages should be updated, at most, once a day with useful or relevant content.

Recently, Facebook has made great strides in improving the user experience by making changes to deter misuse of the medium for marketing purposes. Such changes include the addition of the ‘hide’ button, the revision of the contest and promotional guidelines and the reconfiguration of networks. Users have more control over who sees what as well as what is seen.

Now more than ever, brands must use Facebook as a portal for spreading news and enhancing awareness. Marketing gimmicks and lame attempts at engagement should be reserved for Twitter.

So, check it: You’re hip. You’re on the boat. Your brand has fans and it has followers. You’re listening to conversations. You’re fielding feedback.

Now what?

What needs to be considered when creating content to further define a brand within digital channels?

It seems that it doesn’t matter what is said online, rather how it is said. An unofficial case study by Dustin Curtis, a user interface and experience creator, found that using strong commands versus kind suggestions resulted in more clicks on a link posted to his personal Twitter account. (Read the full case study here)

As Curtis summarizes, language proves to be a powerful tool when directing and speaking to online users. Certainly, a harmonious, consistent voice across all marketing and advertising platforms would definitely be considered a best practice. But social media is an avenue with a little leeway.

With the focus being on the social, playing with different tones and styles is not only okay, but encouraged. Speaking directly and assertively shows a degree of confidence and ultimately gives weight to the brand’s reputation. Such swagger is also an attention grabber.

To decide on a single, unified voice, I think a few things have to be factored into the equation. In the heyday of advertising, copy was long and all-encompassing. These days, ads are often short and to the point. Communicating online is often rapid and immediate so saving characters by skipping over pleasantries would be an optimal strategy.

Recently, a new local bakery reached out to me through Twitter with a brazen response to a stream-of-consciousness tweet. I was intrigued by @JustCrumb’s bold online persona and decided to reciprocate by replying and following the account. In building brand awareness, @JustCrumb has continued with this “real deal” Dr. Phil style to generate a good deal of buzz.

Not too bad for a company that doesn’t have an actual storefront yet.

I’m eager to see this company grow and watch the style of communication change – or not. For being a bakery, it is a decidedly different approach as pastries are seen as foods of comfort and down-home-goodness. It’s a breath of fresh air to possibly get a house drip with a side of face-punch.

Let’s see if their cupcakes will speak louder than their Tweetmaster.

My grandmother loves baked goods. She’s somehow managed to spend 95 years on this planet disobeying every doctor’s order to eat less sugary, fatty foods and to maintain a balanced, healthy diet. “Whadda mean I can’t eat cake? How do I eat dessert?”

Luckily, she has a wonderful granddaughter (not this one) that is a very skilled and talented baker. With almost no effort, my cousin can churn out cakes, cookies, pastries, etc. that rival any notable bakery. In performing her duties, my grandmother feels it necessary to remind my cousin how talented she is and to nudge her to start a catering or baking company.

Now, I’m all for home-made baked goods (I require the kind made without gluten, however), but as consumers become more pro-active, I wonder if the market can handle another cupcake shop.

One of the leading voices depicting the changes occurring in consumer behavior is John Gerzema. At the TEDxKC event in August, Gerzema spoke to what he has identified as four major cultural shifts causing adjustments in consumer spending and shopping habits. The most notable difference in consumers of today versus those of the past is the availability of information and resources to make mindful, as opposed to mindless, purchases.

Essentially, instead of traditional advertising telling people what to buy, Facebook, Twitter and other avenues are telling people what others are buying. Advertising in today’s digital environment is contingent the idea of word-of-mouth marketing.

This recent development has absolutely changed the opportunities for founding and growing small businesses. Why even pay rent for a store, when items can be created in-house and shipped upon the confirmation of an online transaction. But with this new, wide-open arena to create and conduct business, there is the flipside in the form of increased competition.

Not only must a small business stand out amongst others, but what about those customers that are tired of placing an order every time a cupcake craving rears its ugly head? It seems that mindful consumption is also taking shape in the form of do-it-yourself.

Why buy a batch of cookies when I can Google “World’s Best Cookie recipe” and make them myself?

Don’t get me wrong. I’m all for small, independently-run business. However, it seems in today’s current dicey economic climate, I think success comes in the form of a specialized niche. It’s no longer about what you make, but figuring out who needs it most.