Sherri May & Co.

Following an uneventful flight from Phoenix, I arrived in San Francisco to beautifully refreshing weather. Too early to check into my hotel, I parked my luggage with the concierge and headed over to Moscone Center, home of the Direct Marketing Association 2010 Conference.

An impressive venue for the conference, I found my first session, Can Social Media Help Rebuild Trust? The workshop leader spoke about a painful experience in Social Media he encountered while working for Citibank and the lessons he learned as a result.

Through a series of events that would take too much time to explain here, he spoke about how a negative situation erupted on Twitter, and how the large corporation was completely unprepared to handle the situation.

“We had no way to deal with an immediate social media crisis,” he said. “Our solution was to write a press release. We learned quickly that no one on Twitter reads press releases. The negative discussion went on for days while we had 60 people trying to write a one paragraph response.”

Lessons learned:

1. If you’re going to participate in social media, you need to be authentic. If you try to write PR fluff, your audience will have you for dinner.

2. Be honest about who you are. You don’t want to deviate from your brand because of the medium.

3. Experiment, learn, adapt. You’re going to make mistakes. Learn from them. The speaker credited Walmart for sticking with Twitter after several missteps before finally getting it right.

4. Don’t let legal and compliance define the voice. He named a prominent bank and leading investment company that “clearly let the legal department control social media.”

5. Do not outsource social media. He warned against giving the power of social media to someone outside the organization. He made the point that he was a senior-level executive at Citi and was the only person allowed on Twitter.

Following my sessions at the Moscone Center, I checked in the hotel, quickly changed into running clothes and headed out for a jog. It was a busy Saturday evening on Embarcadero St. I passed couples, families, friends, as well as a crew of sailors and naval officers in their amazing shiny black shoes venturing out for a big night in the City.

Can’t wait to see what tomorrow will bring.

In Less than a Year

As I look around my desk, I notice the gathered medley—samples to be filed, jobs needing review, post-it notes galore, an inspiration board that needs new inspiration, and a collection of coffee cups. Taking it all in, I feel the need to change it – all of it. It’s time to transform my workspace to make room for what is to come.

This idea of transforming is not a new one to me. It all began October of last year. I felt I was on the edge of a tipping point and I was in the position to change positively. It took some time to put my decision in motion. It also required discussions, support and teamwork from others to help me. Nevertheless, I let the transforming begin.

But where is this transformation? Most noticeably, I’ve shed 57 pounds in nine months. But it doesn’t stop there. My transformation exceeds physical bounds, as I’ve been volunteering more and expanding my knowledge of graphic design. By actively seeking web development opportunities and getting more involved in the design community, I’ve been able to learn more about my field and network more effectively. And recently, I took a trip to Northern Ireland where I helped lead a group of teenagers in cross-cultural community service.

My biggest transformation, however, is somewhat less measurable. Since last October, my mental outlook has definitely gotten a positive overhaul. Of course, there have been challenges along the way that are out of my control. The challenges come as I’m offered tempting food or stressed with rush jobs. But the important thing to keep in mind was and is how I choose to react to the events beyond my control. By continuing to work hard and focus, achieving the sought after results is possible.

A phrase that’s helped me along the way is “Sometimes you need to move your comfort zone.” I love it! I have clung to it because it’s true. It will take time and maybe some help from your friends, but in the end, it’s only you who can make the decisions that will help you move your comfort zone and reach your goals (no matter how tempting that plate of food is or how stressful that job can get).

So now comes the important questions: where do you want to be one year from now and what transformations are going to help make it happen?