By Caitlin Buckley at Emmanuel College

The literary world has entered the social network stream. Marketers have 140 characters to catch your interest.

Lexie Winslow has social media down pat. Every day, she is the queen of clever hash-tags and witty status updates. She needs to get the most comments and “likes.”

“Learning to write concisely and persuasively has been invaluable in the business world, especially in marketing,” she said . “Social media marketing is all about making an impression in a finite amount of characters!”

Photo Cred: AIS Media

In Boston’s Houghton Mifflin Harcourt Trade and Reference Division, 24 year old Winslow is the Web Content Administrator. She uses Twitter and Facebook to blog new book titles.

She appreciates the desire to discuss favorite books and the next big hits. Her updates relate to the reader– what sparks their interest, what they want to talk about most. In one line, she invests in the reader as much as she promotes the book.

“I find social media a very forgiving platform, so it’s a good place to try things out and see how the fans react. I put myself in their shoes as a reader, to think of what would entice me to learn more about a book,” Winslow said.

It’s a world in which people want to voice their own opinions. If Winslow does it right, social media provides an organized and exciting forum, friendly to both discussion and marketing. Every day is a little different, so the fresh and stimulating new ideas need to keep coming.

“I think social media is a blessing for the publishing industry,” she said. “Twitter and Facebook especially are so text-based that literary people gravitate to them.”

But there are limits to her expression.

Winslow feels the pressure to make each and every status update interesting. She can’t be too offensive, but she can be a little controversial. There is a balance somewhere in between that keeps readers returning and increasing in numbers.

When she feels lacking in followers and friends, she wins them over by giving them something for their effort.

“Free books usually go over the best,” she said. “Whenever I want to drive up follower numbers, I put together a giveaway.”

Living in the digital age, creativity is important. Marketing has become Winslow’s playground.

For the promotional websites, she creates designs that are easy to follow and visually appealing. She features the newest and most intriguing books on the homepage of the company’s website. Each tweet and status update has a purpose.

There is a sense of accomplishment that comes from clicking that tweet into the web-universe.

“I can feel proud of the products that I share with the world,” she said.

Winslow credits her English degree from Holy Cross for helping her succeed in the professional world. She had a passion for literature in college, and followed that instinct when looking for jobs in book-related fields.

Publishing was the perfect fit.

After graduation, she interned at a smaller publishing house, The History Press. When she received another internship at Houghton Mifflin, she was at a crossroads: internship or graduate school? She chose the internship for experience, over observation in a classroom.

Experience paid off and she was given a job at the company—one that relies on a quick mind and a youthful spark—the essence of social media.

“It’s casual, sometimes silly, and all about instant gratification,” she said, “and I’ve become very comfortable with it.”

I’m not a sports journalist. I’m just a blood and guts cops reporter with public relations experience. As my fourth or fifth job, I’m teaching a public relations course at Newbury College this semester, and the concepts I’m lecturing on made me think of what the Red Sox should do to improve their image.

The Red Sox need an empowered public relations pro. I know they have a good PR team already, but the PR people need to be given more power. One of the biggest challenges PR pros face is in convincing management of its benefits — and encouraging management to empower public relations people AND spend money on the cause. Fixing the Red Sox will need both, not just a likely-planned guerrilla radio appearance.

But John Henry’s appearance on 98.5 The Sports Hub was interesting, because he called the team’s crisis largely “external,” and he blamed the media for a lot of the team’s image problems. This is also common in the corporate world. The fact is, even if the team got along perfectly in the clubhouse and worked their asses off on the field, the public did not see either. That is a public relations crisis.

Of course, it’s pretty clear that some players did not get along, and a lot of players did not work their asses off. That is a second PR crisis.

The key to managing PR is in managing personnel. It’s the same as any corporation. The employees are the face of the company, and they have to sell a positive image in their words and — as importantly — their actions. If you believe the news reports, then this year the employees failed to do their part to cultivate a positive image for the company. At the same time, job performance suffered, the company lost money (playoffs = cash) and now people have lost their jobs.

Professional sports are a challenge, because such a high percentage of employees are constantly in the spotlight. There a lot of things they can do to mess up. Even well-intentioned actions or airing of inside jokes can hurt image since inside jokes are, by their nature, not meant for others to understand.

In the end, image is related to performance. The team would do better if it looked better and if its employees were on the same page.

This year, teammates did not seem to get along, forming cliques and sometimes flat-out disagreeing with each other in the public eye. You don’t always hear the term “team building” in sports at the professional level, but it’s surprisingly common. It’s something that teams like the Red Sox and New York Yankees need to invest a lot of money into, since they have a lot of star players with high paychecks and big egos. Whether it’s ropes courses, trust games or ballroom dancing, the final Red Sox roster needs to get away for a few days, privately, and have some professional team builders come in to work with them. These guys need to remove the “I” in team and learn to move as a unit.

PR pros have good ideas. Sometimes they are controversial ideas. Sometimes they are ideas that are expensive but that may have long-term financial benefits that are hard for management to understand.

Right now, the team needs two sweeping and broad new rules, and those rules need to be enforceable by fines, suspensions, etc. But the key to these rules is that if they work, fines and suspensions would not ever be needed.

Sweeping and Broad Rule No. 1: All healthy players will be in uniform during games and will sit in the dugout or bullpen.

The previous game’s starter can be in a box or away following their first day rituals. No players, including starting pitchers, inactive players, and injured players, are allowed in the clubhouse during games unless it is at direction of the coaching or training staff. No alcohol may be consumed during games.

Players on the Disabled List may be absent during games, may sit in the dugout with the rest of the team, or may watch the game from a team box.

Sweeping and Broad Rule No. 2: Players will adhere to a strict physical fitness policy. Conditioning staff will have the power to levy fines and suspensions for failure to work to the policy.

–

And now a player-by-player PR breakdown: (No stats here, just image)

Alfredo Aceves: Two words: Endorsement deal. Get this guy on television. How’s this for a Dunkin Donuts commercial — Alfredo’s alarm clock goes off at 4 a.m. and he rises, saying “Time to make the donuts.” A fan recognizes him at their local Dunkin and says “Whoa, Alfredo Aceves, you really are the hardest working guy in baseball.” “I just do my part,” he replies. “Here, try a pumpkin-spiced latte.”

Matt Albers, Scott Atchison, Daniel Bard: Maybe start a bullpen band like Timlin did in 2007? I loved that, and it showed friendship in the bullpen, which performed amazingly in 2007.

Josh Beckett: Keep him. He can turn his image around. Not through endorsements, but through community service. Beckett has to work to get the fans to support him again. Beckett took this year. He took beer, and chicken, and probably took wins away from the team in the process. Now he has to give back.

Erik Bedard: Gone.

Clay Buchholz: He needs to work hard this off-season. Injured for much of the second half of the season, Buchholz was actually spared much of the negative imagery thrown at the rest of the starting pitchers. If he comes back strong, healthy and in-shape and puts up the numbers, Clay can be a huge part of a resurgent 2012 team.

John Lackey: Lackey’s image can not be repaired in Boston. There is almost always a way to manage a crisis, but in this case, Lackey just has to go. Some employees are toxic to image.

This is where good public relations practice can cost a lot of money in the short-term but have a lasting positive impact. Even if the team needs to eat most of his contract, Lackey needs to be traded or released. He cannot contribute to the team’s image.

Jon Lester: Lester is in the Beckett division. He has to show that his lazy, chicken-eating, beer-drinking ways were a one-year digression. He needs to lose a few pounds and come back and win his first few starts. Starting hot next year (which he has struggled with in the past) will result in cheers and help galvanize the rest of the team.

It may be crass and controversial to think along these lines, but Lester’s cancer battle is a story that touches a lot of people. I didn’t hear about cancer one time this year with Lester.

Jonathan Papelbon: Re-sign him. If the Yankees gave up on Mariano Rivera after 2004, they would have missed out on more than six amazing years. Beyond that, Rivera has a reputation as a worker who puts the team first and always takes them on his shoulders when the game is on the line. People love that. Sound like anyone we know?

Tim Wakefield: He needs a sit down. Wake is one of the nicest guys in baseball history, and he does arguably more community service and charity work than anyone else in the game today. His comments at the end of the season about the fans “deserving” to see him chase the team’s all-time wins record instantly black-marked his tenure.

Also, the nine tries, over two months, to score his 200th win didn’t help his image much. Wake’s time may be up in Boston, but if can still pitch and can prove he’s still a team player, there may still be room for him.

Jason Varitek: It’s time to end this. Varitek’s alleged partake in the chicken and beer scandal tarnished his reputation as the captain who led the team to two World Series titles. He never should have been on the team this year, and it showed, badly, for him and the team.

This year, he earned a reputation as a lazy, broken down Old Yeller of a catcher who can’t throw to second and can’t hit. He is a symbol of what went wrong this year.

But beyond Varitek, something else has to go. The captain title is not required in baseball. It did nothing for a team comprised of individuals and egos this year. So next year, there should be no captain. As much as Dustin Pedroia might have earned it, 2012 has to be all about teamwork and less about titles, records, stats, and names. No Varitek in 2012. No captain in 2012.

Ryan Lavarnway and Jarrod Saltalamacchia: These are your catchers next year. Lavarnway is a good story. The smart Yale grad who stepped up when it mattered story goes far with fans. He’s not proven to be an everyday player yet, but Lavarnway has shown he can play at this level. Salty is the main catcher.

Internal public relations rules say that we need to make sure these guys get along with each other. They should make up a secret handshake. Seriously, where has that gone in baseball?

It’s a little thing, but people notice this: If one of them hits a home run, the other should be the first one out of the dugout to congratulate him.

Adrian Gonzalez: Gonzo doesn’t need any more endorsements. He needs footage of him coming in six hours before the game to work out and practice.

Jed Lowrie: Lowrie is partially a victim here. As the other half of Jacoby Ellsbury’s two-man clique, he has to go. Ellsbury needs to make friends with the rest of the team, and a good way to start is by getting rid of his sidekick. Plus, Lowrie’s reputation is falling. He’s unproven and injury-prone.

Dustin Pedroia: While there should be no captain, the team needs to build a brand around Pedroia, including using him more in advertising. He has emerged as a clubhouse leader, and he will receive more respect on a properly trained and team-built team.

Marco Scutaro: Scutaro worked hard this year, and he performed well when most of the rest of the team sucked it up. He earned a lot of respect for that, so the team should keep him.

Carl Crawford: Talk about someone who needs a public relations overhaul. Even the owner said he was against signing Crawford. Couple that with an abysmal year, and Crawford has a PR crisis of Lackeyian proportions. The difference is that Crawford is likely to stay. The team needs to take a stand with him. Do not shop him around. Either pull the trigger on a trade or keep him and stand by him. If he feels unwanted, he will not perform.

J.D. Drew: Done. Happy trails. Fresh start in 2012. Getting someone like a Michael Cuddyer from the Twins would improve this position’s reputation.

Jacoby Ellsbury: Ellsbury will be here for two more years, then it is likely that he will be gone. If Ellsbury is going to be a super star, then celebrate his stardom for as long as you have him. Don’t treat Jacoby like the speedy kid who can hit a little too. Treat him like Ken Griffey Jr.

Josh Reddick: He can’t field or throw. Be cautious if you’re going to have him replace Drew. Fans have a short fuse in right field.

David Ortiz: It might be time to part ways with Papi. Even if Ortiz goes to the Yankees, it will be on him, not the team. Complaining about a scorer taking away an RBI and interrupting his manager’s press conference are not the kinds of actions the team needs going into next year.

Kevin Youkilis: Kevin should be moved to DH. He is a worker, who tried to play through serious injury — something unique to the 2011 team. But now we know that he is injury prone, having lost much of the last two seasons. Convert him to DH, and know that he can play the corners if needed. National League park problem = solved.

Also, play up the friendship between him and Pedroia.

And Finally…

Daisuke Matsuzaka: Sometimes Tommy John surgery works and has amazing effects on a pitcher’s performance. If anyone can make a giant PR leap next year, it’s Daisuke. All he needs to do is win a few games early in the year, and he can be a shining beacon of change in Boston. Staff should monitor him closely. He has a bad reputation right now, but he was not part of the September collapse, the laziness, the beer, or the fried chicken. Imagine that? Daisuke is a breath of fresh air.

After 20 years printing and binding in Boston — especially for students — Gnomon Copy Boston no longer exists.

“We are sad to announce that Gnomon has closed its doors for good,” the company said in a statement. “The print industry and current economic climate have made it too tough for the purple signed store to thrive.”

Printing groups have some together to form Bluisma, which hopes to combine the city’s struggling print needs with digital services like Web design, consulting, logos, graphics, and even event planning.

Check out Bluisma.com for more info.

Television pitchman and reality show star Billy Mays was found dead in his Tampa, Fla. home.

Mr. Mays’ wife found him unresponsive Sunday morning.

“My dad didn’t wake up this morning.. I’m sure you’ll all hear about it. It hasn’t yet hit me but it’s about to,” said his son, Billy Mays III via his Twitter account. “He’s gone. I’m gonna be strong for him. Thank you for all the thoughts and prayers everyone.”

Mr. Mays is the famous television product spokesman who became so well-known that Discovery Channel created a reality series around his work.

His death is under investigation, but authorities have said it does not appear to be suspicious. An autopsy is scheduled for this week.

According to Tampa’s Bay News 9, Mr. Mays was on US Airways Flight 1241 from Philadelphia to Tampa on Saturday when the flight took a hard landing after the front landing gear blew. No one was reported injured in the flight, but Mays did tell the station that he hit his head.

Mays’ wife, Deborah, said the family was not going to make a public statement and asked everyone to respect their privacy.

The television salesman-turned-star is the latest household-name death to hit the news after the deaths of Ed McMahon, Farrah Fawcett, and Michael Jackson in the past two weeks. Mr. Mays was less renowned than the previous three, but he was as well known as many famous entertainers for his bevy of television commercials and the reality show.

Picture yourself walking down the street on your way to work. As you are walking, you suddenly see an empty Starbucks cup in the gutter. The site of a dirty cup may not be pleasant, but the thought of hot, rich Starbucks coffee to jump start your morning is suddenly inviting.

The next thing you know, you’re rounding the block, zeroing in on a neon sign containing an aquatic maiden surrounded by a distinctive green loop. Starbucks is beckoning you to over a Venti nonfat half-caff soy latte with extra whip.

So what inspired you to make the purchase? It was not the store location or the advertising that Starbucks pays for. This morning, it was that empty coffee cup you saw in the gutter.

The image of the Starbucks logo triggered your memory to think about your last cup of coffee — how it tasted when the hot liquid met your mouth and when your upper lip touched the frothy whipped topping. And on your way to work, all you can think about is that cup of coffee. You may normally walk past Starbucks, but today you went inside.

Brand logos have an incredibly high value because of their ability to make you, the consumer, instantaneously think about the bigger picture.

If a woman sees a CVS bag blowing down the street, it might remind her that she needs more Q-Tips and shampoo. And when she goes to make that purchase later, she is probably more likely to shop at CVS.

Think about an empty Cinnabon box you see at the mall. Not only are you going to be stopping at American Eagle and Express, but you will be finding your way to the food court to grab a bite of that cinnamony deliciousness. You know in the back of your head that every mall has a Cinnabon, but it is not until you see the empty container that you now want to go there.

What do the Starbucks cup, the CVS bag, and the Cinnabon box all have in common? They are trash!

Trash is driving sales all across America. It’s the company’s logo on the trash that is really driving the sales, but the fact is, it is free advertising for companies. When somebody litters or reuses a bag with a retailer’s name and logo on it, then that person is indirectly driving sales for the company.

There are so many advertisements which bombard us everyday that many times, we simply ignore the message. It seems that incremental sales growth is mostly likely to happen when consumers least expect it-when looking at trash.

Whether it is resting in a waste can or lying in the street, the logos on the trash remind us of things we may want. And once we get thinking, especially about food, many consumers make a purchase. During a difficult time for economic growth, litter-bugs may just be the secret step to growing sales.

The message was clear and to the point: “The Hershey Company does not purchase peanut butter, peanuts or peanut products from Peanut Corporation of America.”

“All Hershey and Reese’s candies are safe to consume,” Hersey Company said in a statement Saturday.

Hershey asserts that all of its brands, including the Reese’s franchise, are safe and unaffected by the recent recall related to peanut butter.

“Peanut butter for Reese’s Peanut Butter Cups is made in Hershey facilities under the most stringent safety and quality standards,” the company said.

MONTREAL — If Ferrari ever builds a more beautiful car, alert the media.

The six-liter, 620 horsepower V12 599 GTB Fiorano debuted at the motor show in Geneva in 2006, spawning awes and gasps from onlookers much to the delight of designer Frank Stephenson.

The Fiorano speeds to 60 miles per hour in the time it takes other cars to warm-up; a mere 3.7 seconds.

The 3,722-pound GTB can run a quarter mile in the time it takes you to read this sentence twice. That’s 11.2 seconds by the way. The car boasts a lowly 5.7-pound per power-to-weight ratio and a powerful 448 pounds of torque at 5600 rpm, one of the lightest and most powerful in Ferrari’s history.

The Fiorano uses an aluminum build for its aerodynamic and light weight build and carries Magneto-Rheological suspension, one unmatched in handling and performance.

The main feature of the powerful Fiorano is the F1-Trac traction system, designed with the aid of the legendary Michael Schumacher, it allows an able driver to run the Fiorano’s test track in just one second less than Schumacher himself. On medium corners the superb handling shows its prowess, on sharper, faster corners, the F1 system takes over to maintain a smooth, comfortable ride.

The traction system is one of the most advanced on the market, with a dynamic stability system and one of the fastest shifting auto-clutch manuals yet, it has been dubbed the F1-SuperFast.

The car is much more advanced in every way than its predecessor, the 575M Maranello. It can race to 60 miles per hour in 0.5 seconds less and carries 80 more horsepower.

With a top speed of over 205 miles per hour and the handling of a sedan, the car is the new pride of Enzo Ferrari.

After seeing the car first-hand, its shine and smooth overtones are its first eye-catchers. It has a sportier and more luxurious outer design than any other Ferrari to date, with an interior that keeps the theme. Simply put: no Ferrari has ever looked better in red.

There isn’t another GT in the world that comes anywhere close to the Fiorano. It’s combination of handling, style and sheer, raw power make it one of the greatest cars to date. Don’t be surprised if it’s a car of the year candidate.

Priced at: $273,845 to start.

For beer companies that make their money through mass distribution and high volume sales, history shows us that whenever one brewer introduces something new, the others follow.

Right now, it’s lime.

The Miller Brewing Company introduced Miller Chill in June 2007. The beer has done incredibly well — sales are about to surpass first-year expectations. According to Bloomberg Media, more than 325,000 barrels were sold in the first three months, allowing it to capture one percent of the US beer market-tremendous growth for an introductory product.

Anheuser-Busch just released Bud Light Lime. They intend to drive purchases amidst a struggling economy and stagnant beer sales. Just in time for summer barbecues, Anheuser-Busch is backing Bud Light Lime with a $35 million advertising campaign, MSNBC reports.

So how should beer companies react? Here are my recommendations for several well-known brands.

Bud Light Lime: You hopefully did the research and found that people like lime. Use your leverage as a mass-distributor to get your product to where people buy beer. Then advertise your lime beverage like crazy to get people to try it. A $35 million budget is a nice start. Drive sales up to make the investment worth it and then get out before sales tank.

Miller Chill: With another mass-market competitor entering, your brand will feel the pressure. So you have to make a decision. Do you pull out of the market, take your profit, and let Bud take the share? Or do you increase advertising and take on this new summer refreshment head to head? Not an easy call. I feel that you cannot just let Bud Light have the percent share of the market you worked hard to earn. You have done well this past year and with a little creative advertising, you should go challenge your largest competitor.

Coors Light: Stay out of the “lime craze.” You cannot win. First, you are too late to enter. You cannot compete after both Miller Lite and Bud Light have entered the arena. Second, you pride yourselves on “Rocky Mountain ice cold refreshment.” When people think about limes and beer, the most common association is Corona, which is a Mexican beer. The Rocky Mountain cold does not equate well with warm, Gulf coast beaches. A Coors Lime dilutes your unique positioning proposition.

Corona: Keep doing what you are doing, maybe step up advertising a little bit, but you are the import that owns limes. Lime plus beer equals Corona. What started as a seasonal beer is now the largest import beer in the United States. These other beers will fade and you will remain on top. Keep up the good work.

Guinness: Have no fear Guinness drinkers-your beer will not be changed. If there is one thing that will unite the Protestants and Catholics of Northern Ireland, it is a mutual agreement that fruit does not belong in thick, Irish beer. Your brew will remain unchanged.