In addition to the downloadable transcript in PDF, the following highlights some of the most popular tweets from the chat:

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, weigh in on the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

I’m always honored to have an opportunity to spread the word about the level of experience, professionalism, and expertise available in the Solo PR Pro community. I truly believe 2012 is the year the majority of those who purchase and hire public relations services will recognize that we’re all strengthened by the availability of top notch talent on a contract basis. It’s my mission to have this as part of the legacy of this blog – you all deserve it!

Do you agree with my premise? Was there anything I missed? Please share your thoughts in the comments!

In addition to the downloadable transcript in PDF, the following highlights some of the most popular tweets from the chat:

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, weigh in on the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

As social media becomes more integrated with PR services, the need for mapping activity to strategic objectives, efficient tactical workflow, controls to ensure on-brand messages will continue to grow.

In a recent #SoloPR Twitter chat, we talked a bit about approaches and tools used by some community members.  While a few participants voiced their experiences, a lack of comment by many (plus a few questions by others) suggest there’s room on the table to lay some pieces out.

Birthed from the editorial calendar, the conversation (or social media) calendar can be instrumental for both the planning and tactical aspects of social media planning. Like many techniques, there’s no hard and fast “right way” to develop one. But there are several components many consider to be essential. I’ll list them here to get your brain going, then share more detail below.

1. Objectives
2. Vision
3. Voice, Style, Tone
4. Tools
5. Channels
6. Planning Content
7. Logistics
8. Closing The Loop

Objectives

If the scope of your client consulting arrangement includes social media, it’s critical to understand how that activity supports broader business objectives. Without knowing whether your piece of the pie is expected to serve as a preemptive move in the event of a crisis, or as a means to nurture open communication with brand advocates, you can’t be effective at your job.

Vision

It may sound hokey, but I think it’s important to establish an operating vision for the social and community-building work consultants do. Without a common agreement on vision between you and your client, it may be difficult for them to understand your recommendations for content. Be careful not to assume.

Voice, Style, Tone

Although the messages you’ll develop will be online and not a printed element you can hold, the import of how the brand is perceived is just as important. Ask for your client’s brand bible or style guide early in your planning. Learn accepted language, terms, tone (how it’s said), voice (what’s said), and style. A bank, for instance, may lean toward a conservative tone and voice, and avoid statements that might be construed as commitments or guarantees. A children’s clothing retailer might prefer to cover topics ranging from child rearing to choosing day care facilities, and might want to do so in a friendly, approachable tone.

Tools

Some of our community members reported liking Sprout Social for setting up work flow and identifying audience prospects. Others prefer Hootsuite’s feature set, and some folks like CoTweet.  All three (and there are others) offer free versions to try out while you determine which best suits your needs. The learning curve with each can take several days to truly grasp all features, so be sure to give yourself some time in order to make an informed decision. Plus, getting comfortable with a tool means you’re more apt to actually use it once you pull the trigger with your assignment.

Channels

When digging through your client’s brand bible to gather intel for voice, tone, and style, you’ll likely come across customer profiles or personas (if not, be sure to ask for them), or any demographic/psychographic research that may have been conducted. These things can help you determine which channels – from Facebook to Twitter to Pinterest and on – might be where your client’s ideal customers hang out.

Planning Content

Your client may be able to list some industry or trade publications which serve as information resources for them. Through some research, you should be able to identify competition and allied interests, and ferret out blogs, media companies, research, and other useful sources of content. Whether it’s appropriate to link to this content, re-broadcast tweets and other messages, or use the information as a springboard for new original writing, consider developing a broad mix of content types and sources. Google Reader can be used to collect and share RSS feeds from target sites, and Diigo or Delicious can be used to tag and catalog good finds for reference later.

Logistics

Who is the account owner? Do both the client and the consultant know the log-on credentials? Are the volume of messages so high as to warrant shifts or teams for updates and responses? What’s the ideal rate of frequency for sharing links versus carrying on spontaneous conversation? Logistics concerning the accounts to the firing of messages needs to be considered. It’s likely the process may need some fine-tuning so don’t expect to get it perfect right out of the gate.

As for the work product of all of these steps, I’ve seen conversation calendars in the form of Excel documents and Google docs. When combined with a tool like HootSuite, even shared Google Calendars can serve as a means to keep client and consultant stakeholders apprised of planned content. Another tool I’ve tried to capture dates and tasks is Tom’s Calendar which uses a Gantt-style approach to mapping out information.

Closing The Loop

Concentrate too much on the messages and activity that originates with you, it may be easy to overlook – or underestimate the attention needed – the return loop. Who is responsible for following up on incoming messages? Is there an escalation policy? What about routinely evaluating analytics to determine performance for ideal time of day, popular content, etc?

Planning and managing social media as part of a company’s overall communications efforts requires a lot of research, thinking, writing, analysis, and coordination. A conversation calendar can be a useful tool for you and your client when care is taken to cover the groundwork recommended above.

What would you add to a social media conversation calendar? Kellye has a couple of examples in one of her PR/social media presentations posted on SlideShare (see slides 15-16).  Other good reads include posts from: Arik Hanson, Ian Smith, Debbie Williams, and Joan Damico (be sure to check out her sample spreadsheet).

In addition to the downloadable transcript in PDF, the following highlights some of the most popular tweets from the chat:

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, weigh in on the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

The truth is that big-money consultant may not be pocketing as much as you think. When setting rates, consultants must take the following into account:

1. Taxes

Virtually all countries have increased tax requirements for businesses. If based in the U.S., a self-employed business owner pays both the employer and employee portions of FICA (known by the misnomer, “SE tax”). So, rather than paying approximately 7.5% of earnings for Medicare and Social Security (as traditionally-employed workers do), an independent consultant pays the full 15%.

As a result, many U.S.-based consultants pay roughly 43% of every dollar earned (28% tax bracket + 15% social security) to the IRS (the tax rate is marginalized, so this figure is rounded up). While the ability to deduct business expenses from income softens the blow a bit, there is no doubt about it – being a business owner comes with increased tax responsibilities.

2. Unbillable Time

It’s important to realize that working 40+ hours a week is not the same as billing 40+ hours a week. Consultants don’t get paid for time spent bookkeeping, networking, marketing, and a variety of other non-billable activities that need handling when you run a business. Consulting fees must take this downtime into account.

3. Expenses

Everything from professional memberships to paperclips – a self-employed consultant buys it all. There’s no company credit card for covering travel expenses, conference fees, or computer repairs. All of these charges come directly off consultant’s bottom line, and have to be built into the overall rate.

4. Support costs

You may not see their names on the company roster, but self-employed consultants and business owners usually have an accountant, possibly a lawyer, and other support vendors (such as virtual assistants, tech support, etc.) on call. The cost of these services is absorbed by the consultant, and must be reflected in client fees.

A consultancy is a business – one that comes with many of the same responsibilities as larger agencies. We’re firm believers that the rewards (monetary and otherwise) of being a solo PR pro far outweigh the downsides. But if you’re a new independent consultant, don’t learn about the additional financial requirements the hard way – make sure your fees are sufficient to cover these items and still provide you with a sustainable living.

If you’re looking to hire an independent consultant, before you balk at their proposed fee, realize the majority of it isn’t going into their wallet. Please keep these additional burdens, which you may not have considered previously, in mind.

What’s been your experience? If you’re a solo PR pro, were there any expenses that surprised you when you started out?

In addition to continuing to provide a downloadable transcript in PDF each week, we’re pleased this week to begin providing a Storify summary to highlight some of the most popular tweets from each chat.

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.

In addition to showing clients that yours is a “real” business and not a sofa sideline, the right kind of business insurance policies can protect you from a rainy day and give you peace of mind, too. Though this post is not a substitute for the advice of an insurance professional, by educating yourself now about the types of business insurance available, you can be ready if/when you need it.

Commercial General Liability
This is the “business liability” insurance that clients most often ask you to have. Why? Because this type helps covers them if, for example, you injure someone while driving on business on their behalf.

The first time a potential client says you must carry $1 million in general liability coverage (or more) to win their business, the tendency is to freak out! But, no need to worry. Fortunately, your homeowner’s insurance carrier can usually provide this for you, and it’s typically only a couple hundred dollars a year.

Professional Liability Coverage (Errors and Omissions)
Because of its relatively high cost, whether to purchase “E&O” insurance is a tough judgment call for many independent consultants. It’s designed to protect you from any financial loses your work may inadvertently cause a client, due to negligence or inadequate quality controls.

When you analyze your options, take into account the industries you serve and the amount of litigation in them, as well as your level of exposure. This type of insurance is best purchased through an insurance broker (as providers vary by state) – ask your homeowner or car insurance provider for a broker recommendation.

Business Property Coverage
This insurance protects your building, its contents, and against loss of income. If you work from home, a certain amount of business property coverage may be included in your homeowner’s policy, so be sure to ask. If you need additional coverage, the same company can usually provide you with both – at a discount.

Business Interruption Coverage
This coverage protects against losses due to a temporary shutdown (as with a fire), and provides reimbursement for lost net profits and necessary continuing expenses. Though it sounds good, be sure to crunch the numbers and read the fine print: sometimes you must be out of work for several months before it kicks in, and you’d be better off putting the money this policy would cost into savings (which you could tap in the event of an emergency).

Personal Liability Umbrella (Excess Liability Policy)
This insurance provides protection once the limits of a standard liability policy have been met. Though this is not technically business insurance, it can sometimes be combined with your other policies at a given insurance carrier (if you have both business and personal with the same company) at a steep discount, giving you more liability coverage in all aspects of your life.

What’s been your experience with business insurance? Do you have some minimal coverage? Any tips for saving money? Let us know in the comments.

1. How do you build a national media contact list when you don’t have budget to buy one? #solopr

2. Have you ever used mindmap software (e.g., Mindnode, iThoughts) for key messages, showing hierarchies, etc.? #solopr

3. When you’re collaborating with a client on their social network presences, how do you handle it logistically? #solopr

4. We avoided the requisite “resolutions” post on the #solopr blog, but do you have any you’d like to share? How can we help?

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.

This post contributed by Content & Community Specialist Heather Rast.

The early weeks of every year can be pretty symbolic. We give ourselves a pass to shirk the poor work habits of just a few weeks prior. Hopes abound that a big red “re-do” button will let us start anew on the lists of tasks gathering crumbs on the edge of the desk. A fresh start to make smart choices, and all that.

By now we know that some well-intentioned efforts falter, just as others prevail. With this realistic point of view in mind, I hope to improve your odds of saying goodbye to some small but significant hazards to leading an independent career, and instead wring a little more out of your annual planning.

Money

Stop avoiding discussions about money. Businesses large and small have to make money, and you have the right to ask for some when giving counsel, discussing plans, and pitching in. Yes, sometimes it can be awkward to inject a clarifying statement (“Sure, I can write up some of my thoughts on that so you can review recommendations against your budget.”) but I’ve found it only gets stickier if you allow your anxiety to grow, impede interest in immersing yourself in the work, or cloud your objectivity.

Time

Chances are, one of the things you enjoy most about being your own boss is the flexibility of managing your own time. Even while client obligations drive some aspects of scheduling, I’ve found happiness in a more fluid concept of “work hours” than I experienced as an employee. Riding tandem with my ability to walk away from my desk for a few hours is a greater importance on time management. Dare I say, when you’re working for “the man,” a bit of time at the coffee machine or digesting the latest mass-emailed joke is of little concern. When you work for yourself, it’s better to avoid those time-sucks and find shortcuts for routine chores. Working 12-hour days isn’t healthy or sustainable, and it can be hard to stop the spiral.

Resources

Hand-in-hand with making the best use of your time is the need for the right tools for the job. In the time I’ve been in business, I’ve tested and trialed my way through a fair number of tools and apps that were seemingly must-haves for solos.

I’m keeping: Freshbooks and Hootsuite.  I tossed: LinkedIn Gold, Scribe SEO, Sprout Social and Zoho Projects.

In my experience the premium LinkedIn subscription didn’t net me better access or more insight. Any number of good WordPress plug-ins can rival Scribe SEO. And while Sprout Social has some neat features for finding potential connections, I’ve found at the mechanics of scheduling outweigh potential data mining. Besides, I use a BuzzStream trick for that. Oh, and Zoho Projects is like having surgery to remove a splinter. Try Asana or Get It Done! instead.

Before reading on, think about your recurring monthly expenses – what are you dragging your feet on cancelling or downgrading? If unnecessary costs add up to $25 per month, that’s $300 a year you could allocate to a more worthwhile line item. Like a new ergonomic chair.

Protection

Now’s the time to stop thinking about business insurance and start retaining business insurance (trust me, I’m admonishing myself at this moment as much as advising you). Do you have life insurance? Medical insurance? So if you understand the concept of risk, why bet your assets and future earnings on any number of simple incidents that could devastate what you’re trying to build?

Planning Ahead

One of our many jobs is that of an engineer. Part of making growth plans for the business includes understanding the fundamentals – and fluctuations – of our earnings. Some of the best dollars I’ve ever spent went to tax counsel and accounting delivered by a professional. While I tried a CPA at first, I quickly realized her company’s methods and billing structure were better suited to a $8 million/year business. I turned to my local SCORE chapter and quickly got a lead on a savvy accountant who takes on the lions’ share of thinking and doing for me, and at a reasonable cost.

These are some recommendations I’d make to any indie aiming to get a leg up on 2012 planning. What would you add? What did I miss?