As the Spirit Airlines case has recently shown, sticking to your guns is rarely the best way to handle customer complaints. Ron Kaufman concedes that these situations are difficult to navigate. He offers advice on how to handle complaints so that your unhappy customers become customers for life.

In the spotlight: Ron Kaufman, Author, "Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet"

Spirit Airlines recently flew into a big public relations disaster. Sticking to a no-refunds policy, the airline refused to refund the airfare of a passenger who had to cancel his trip after finding out he has terminal cancer. The incident unearthed earlier cases of Spirit's difficulty handling customer complaints. A couple of years ago, CEO Ben Baldanza hit "Reply All" on an email from two customers who had missed a concert due to a delayed flight. Essentially, he told his employees and (accidentally) the customers themselves that Spirit Airlines didn't owe the customers anything and the customers would be back the next time they wanted low airfare.

These examples, says Ron Kaufman, are proof of just how tricky it can be to properly navigate customer complaints.

"Spirit Airlines has a policy and they're sticking to it," says Kaufman, author of the new book Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet (Evolve Publishing, 2012). "That seems to be how the company chooses to handle customer complaints. Unfortunately, as we've seen, that approach might not be what's best for business. When any company receives a complaint, it essentially has two choices. One, treat the complaining customer like he's a pain in the neck. Or two, appreciate each complaining customer and use the complaint as an opportunity to improve."

Kaufman explains that one complaining customer actually represents many other customers who had the same problem, but didn't complain. And because that's true, you should try to uplift them every time.

By Jaynie L. Smith, CEO, Smart Advantage

What customers value most changes constantly, and the pace of change has increased exponentially with the economic recession, says marketing/management expert and best-selling author Jaynie L. Smith.

"The businesses who become relevant by addressing what customers really value at any given time will be the first ones out of the recession," says Smith, whose newest book, Relevant Selling, is now available.

"One year ago, people were looking for financial stability in companies they were purchasing from because of all of the business closings," she says, citing surveys conducted by her company, Smart Advantage. "Now, on-time delivery outranks that because so many businesses cut back their inventory during the worst of the recession. With demand increasing, customers have more difficulty getting what they want on time."

Smith's company analyzed more than 150 customer surveys to learn why customers buy particular products or services from particular companies. It's an essential practice for any business owner during any economic cycle, Smith says, but most don't do it. Her analysis of 10 years of double-blind customer market research for more than 100 businesses revealed that, 90 percent of the time, most businesses do not know their customers' top values. They are often shocked to learn what is at the top of the customers' value list.

By Nicole Merrett, Vice President of CRM Marketing, Sage North America

Successful communications are typically defined as such for delivering information that resonates well with target audiences and generating favorable responses from those audiences. Email campaigns remain a strong, direct vehicle for your organization's messages and have grown more sophisticated over time. Communicators and agencies can blend technology advances and classic email marketing tenets to create their ideal blueprint for results they are seeking.

Here are several suggestions to help you develop more effective email campaigns.

1. Subject Line is Key
Everyone has heard the saying, "Don't judge a book by its cover." Unfortunately, there is a reason — because it's a natural instinct. First impressions are critical in any form of communication. When prospective customers or media representatives receive emails the first thing they see is the subject line, which has the potential to quickly gain or lose their interest. Subject lines that include your company's name as a reference and provide specifics about your email topic will typically gain higher open rates.

2. Pay Attention to Who It's "From"
To understand how important this is, think about your own inbox. Would you be more likely to open an email sent from advertising@xyzcorp.com or nicole.merrett@sage.com? People don't want to feel like they are receiving an automated email. If readers don't see you putting time into personalizing the "from" address, they won't spend time considering what you have to say.

Our biggest screw-ups happen not because we follow the wrong advice, but because we fail to ask the right questions. Andrew Sobel identifies five questions 2011's most notorious headline makers should have asked — and five more this year's contenders should keep firmly in mind.

In the Spotlight: Andrew Sobel, Author, "Power Questions: Build Relationships, Win New Business, and Influence Others"

By all accounts 2011 was a doozy of a year. Business leaders and celebrities alike bet the proverbial farm and lost it, in spectacular fashion. Politicians displayed similar poor judgment (not to mention body parts best left covered) to a disgusted electorate. Throngs of ordinary citizens came together to make a defiant stand (yet failed to mention what their actual solution was). It seems clear that many confused Americans could use a good instruction manual to help them make better decisions…right?

Wrong, says Andrew Sobel. It's not that they failed to get the right answers — it's that they failed to ask the right questions.

"Most human beings harbor a huge misconception," says Sobel, author (along with coauthor Jerold Panas) of Power Questions: Build Relationships, Win New Business, and Influence Others (Wiley, February 2012). "It goes like this: If we could just get some straight answers, we'd know the right decisions to make. The real truth is different: If we just asked the right questions, we'd understand what the real issues are, and the answers would come quite easily. We'd then know what to do — and what not to do."

Good questions cut to the heart of the issue, explains Sobel. They help us connect and engage with others in meaningful ways. They reframe the problems we're facing. And perhaps most important of all, they show us the potential consequences of our actions. (They're the most basic form of looking before you leap.)

In the spotlight: John Hellerman, Co-Founder, Hellerman Baretz Communications

It's been just a few days since New York Times published the op-ed heard around the world. Goldman Sachs's name and reputation has once again been smeared in all the media headlines, and the firm saw some significant market share evaporate within hours of the appearance of Greg Smith's article. Here, John Hellerman, a former PRNews Agency Executive of the Year, crisis-communications consultant to professional service providers and co-founder of Hellerman Baretz Communications, answers the most pressing questions regarding the impact of the op-ed:

The op-ed is headline news now, but what is the long-term significance of this piece to Goldman Sachs?

It's difficult to overstate. This is Goldman Sachs's Tylenol moment; it's something that could affect the firm's reputation for years and imperil a lot of its business. First, the fact that the attack is coming from inside the firm makes it appear extremely credible. Second, while similar charges have been raised against Goldman Sachs in connection with the credit crisis — very publically so, through an SEC lawsuit and Congressional testimony — those were complex stories.

Here, the message is simple: "I'm quitting because I can't stand the greed anymore." It crystallizes the worst charges against Goldman Sachs and puts them in a form that anyone can latch onto, from sympathizers of the Occupy movement to Jerry Maguire fans to Goldman Sachs's own clients.

The storm doesn't seem to have abated these days. Between the Sopa and Pipa debates and the closing of Megaupload, a new problem has arisen. Twitter will block messages considered to be offensive and improper according to the legislation of each country.

By Silvina Moschini, CEO & Founder, Intuic | The Social Media Agency

This doesn't seem to be a good season for those of us who see Internet as an open democratizing technology. First were the precipitated discussions coming out of the United States regarding legislation to stop online piracy. Later, the closing down of one of the biggest sites for shared online content by the FBI. Now, Twitter seems to have followed the trend of infringing freedom on the Web, by announcing that it will censor content that violates a country's local laws. The creators of the 140 character social network informed users of the new measure in an official statement released on January 26, where it confirmed that it would eliminate specific content depending on the laws and demands of each country. The statement justified the measure, making clear that it is due to the massive international growth of the platform, which has entered new countries where ideas about freedom of expression are different.

Putting a stop on freedom

With the objective of putting a stop to the wave of criticism that the statement brought, one of the company's spokespeople assured that the elimination of Tweets would only be carried out when demanded by law. It is certain that the statement isn't very clear about how the control of messages will be enforced, but the blocking of each message will only apply to the country of origin and it will remain available in the rest of the world. The affected user will be informed of the reason for the blocking of the comment.

By Art Stevens, Managing Partner, StevensGouldPincus

As I gaze into my consultant's crystal ball I foresee 2012 as the year of the PR agency. It will be a year of great growth for agencies throughout the country. My prediction is based on several premises: My ongoing dialogue with agency owners whom we consult with, as well as those we represent for mergers and acquisitions.

Client budgets are stronger in 2012 to date than they've been during the past few years. And economic signs are pointing in the right direction. This is the year when agencies have an unprecedented opportunity to make big numbers: Revenue increases and record breaking profits.

But to take advantage of the tealeaf readings agency owners need to batten down the hatches and adhere to some basic but necessary principles to ensure that by December 31 they will be toasting one of the best years they've ever had. And here's how to do it:

1. Retain those key employees. Don't let them get away. As agencies grow the talent grows short. There's a greater demand on such talent and PR agency account people will be in the driver's seat. Assess which of your key people are most responsible for the success the firm has enjoyed the past few years and make plans to keep them. I've worked with agency owners during the past five years or so to help them retain vital staff members. Among the ways are compensation packages that reward key people for their contributions. Such packages include percentages of profits and revenues, new business wins, client satisfaction and management of account teams.

In the spotlight: Jeff Mustard, President, The Bamboo Agency

This is the second installation in this series by Jeff Mustard, who provides an interesting, insightful and illuminating peek behind the curtain of the Costa Concordia ship disaster.

Managing the Costa Concordia Cruise Ship Crisis: Who's in Charge and Where is Micky Arison, Chairman & CEO of Carnival Cruise Lines?

Although no one really knows where Micky Arison has been, the subtext of the question is really, why hasn't he been in Italy, or why hasn't he been (more) visible since one of his ships sank? For the time being, Arison may have gone below deck, but he has not abandoned ship.

Micky Arison: Changing the Crisis Communications PR Playbook

"A disaster that involves people, property, lost lives and potentially seriously devastating financial consequences to an industry responsible for millions of jobs globally and that generates billions of dollars affecting a host of industry sectors, is pretty much the absolute worst situation a person can find themselves in if they are the person whose company is involved in just such a disaster," says veteran public relations professional, Jeff Mustard, president of The Bamboo Agency, a full-service advertising and marketing firm that specializes in PR and crisis communications.

"It has come to be expected that a company Chairman step forward in just such crises situations," says Mustard, "and this expectation comes not just out of the playbook of public relations and crisis communications management professionals, but also to a great degree, subconsciously by the public." And yet, by and large, despite some media murmurings here and there, Carnival as a company has done a superb job of maintaining its distance from Costa, a clear objective of the company that has been met with varied criticism, but to great effect.

In this Part III case study, a 9-page report, along with coverage and analysis of two earlier produced reports, marketers, the media, and public relations professionals get a peek behind the curtain of the critical issues and considerations contemplated when coping with and coordinating a crisis of this magnitude. Chronicling this global disaster in virtually unprecedented detail as it unfolded in the media, Mustard observes how Carnival officials are "managing communications messaging" and how the media are portraying the crisis, the company and its chairman, Micky Arison, as the Concordia remains listing and lifeless just yards off the Italian coastline. Further, insights are offered concerning how communications strategies are crafted to best manage and even manipulate the media to control public perception for the preservation of a company's name, brand, reputation and financial performance — both in the immediate term as well in the near and long term.

By Mike Lewis, VP of Marketing, Awareness, Inc.

We are excited to share our annual report on the State of Social Media Marketing — Top Areas For Social Marketing Investment and Biggest Social Marketing Challenges in 2012. The team at Awareness connected with 320 marketers from a cross-section of industries, company sizes and levels of social marketing experience. Our annual State of Social Media Marketing report comes with insights from those leading the efforts at the C-level and those who manage the social marketing function within their organizations, as well as a number of business leaders who are helping to bridge the social gap within their enterprises.

2012: The Year of Growing Social Marketing Maturity
Social marketing is entering a stage of maturity and with it, savvy, socially oriented businesses are starting to embrace social as part of their companies' DNA. This transition comes with an understanding that siloed approaches to social marketing are not effective, and a realization that scale with social marketing comes with the adoption of new organizational structures, processes and technology infrastructure that can help the enterprise scale and optimize in a continuous fashion. Expect that in 2012 focus will shift to active social media management for increased lead generation and sales.

C-level Involvement with Social Marketing
We were excited with the response levels from C-level executives (39% of respondents) and the information they shared. Top-of-mind for executives and senior managers is ROI, integration of social with lead generation and sales, and expansion of social presence and reach. It is clear that the C-level wants more proof before they allocate additional organizational resources to social marketing. This is why only 8% of our respondents reported 2011 budgets of over $50,000 per year, with 12% of the organizations reporting teams of 5+ social marketers. At the same time, executives need to realize that, to give their social marketing initiatives a chance, they need to invest accordingly in the effort. Our prediction is that to resolve the cost-benefit conundrum in 2012, executives will start to adopt new processes and technologies that will not only help them scale the effort, but get the data that clearly links to ROI.

In the spotlight: Eric Gaygeshian, Brainy Social Marketing

Brainy Social Marketing makes a bold statement saying, "The social media industry is full of blowhards and desperate consultants looking to prey on unsophisticated companies. It's easy to use social media speak to impress a business. But, if you are a business, don't be fooled by fancy language and empty promises." Most social media consultants have been consulting for just a few years and pretty much regurgitate what they read on popular technology blogs. They rarely have a unique thought and have never written code or worked with software developers. Understanding code, APIs and the inherent viral loops on social networks are crucial to successful social media management. More importantly, if you understand how these all work together, only then can you have a unique and differentiating value-added perspective.

Here are 5 clues that you have hired the wrong social media consultant:

1. Were you asked "What are your goals?" If not, fire them. Your goals are what counts, not the consultants. Once you state your goals then the strategy should be created on how the goals will be achieved.

2. Are you receiving monthly updates that include detailed statistics on the strategy that was crafted for you? If not, fire them. Data is what matters, whether you like numbers or not, data is measurable.

By Marian Salzman, CEO, Euro RSCG Worldwide PR

In no time at all 2012 has become 2011's plucky and extremely polarizing successor. As opposed to the background noise and emotional handwringing that characterized 2011, 2012 will be heard loud and clear as a defining moment in history. The U.S. presidential election and The Olympic Games are within sight, and the angry American people at a crossroads as they relinquish two life-defining dreams — owning a home and graduating from a four-year college. As the student loan crisis outpaces even the mortgage loan crisis to become the biggest crisis in the world, these casualties will drive so many over-tired, over-taxed, over-teched people to the edge and back into the family home.

Yes, this is the year that we seek out sanctuaries of privacy even as we move back in with Mom and Dad; this is the year we attempt to carve about some personal time away from our gadgets even as we find still more uses for them in our lives; this is the year that we ask more of the companies we're buying from even as we buy less and go cuckoo for discounts and daily deal sites.

These trends and well over 100 more are flagged in Euro RSCG Worldwide PR's forecast for 2012, The Big Little Book of Nexts. The following are some of the best trends from the book in the realms of people, places and communications.

On Trend with Messaging

Marketing, advertising and PR professionals will all be expected to maintain a keep-it-real vibe and messaging that's chock full of real people and real stories in real communities near yours. Though some communications trends are more obvious — the domination of all things mobile, the arrival of Internet TV and the continued emphasis on social media as a tool to reach and understand influencers and Prosumers — some other things we've sighted of late are also worth noting, as they're influenced by not only digital goings-on but also what's happening on the streets. Marketers, take note:

In the spotlight: Sandra Fathi, President and Founder, Affect

From the BP oil spill to the Netflix brand fiasco, 2011 wasn't without its share of PR blunders. Social media had growing pains of its own this year, however — instances like Weinergate proved not to be without purpose. Companies have smartened up to the dangers of uncontrolled online activity and begun to take more active, strategic approaches to social media engagement.

The evolution of social media will affect all aspects of branding, and traditional PR tactics will be replaced with new, innovative strategies for engaging audiences. Affect, a public relations and social media firm specializing in technology, has created its list of top predictions for where PR and social media is headed in 2012.

1. Death of the Email Pitch, Rise of the Twit Pitch: In 2012 our reliance on email pitching will dwindle in favor of social media connections with journalists. The pervasiveness of social media has officially permeated traditional media relations. The short form aspect of social media makes it a favored place for journalists to receive pitches — no more diatribes about the benefits of your company's exciting new product. Just 140 characters to love.
2. Google+ Business = Success: In 2012 businesses will leverage Google+ as a strategic platform for communicating with customers and prospects. Its more than 50 million users make Google+ a goldmine for extending a business' reach, offering a valuable forum for customer relations and business development.
3. Social Media Gets Strategic: In 2011 businesses were frenzied to hop on the latest social media trend. This year expect more brands to take a strategic approach to social media marketing. They will begin to concentrate their efforts on the platforms that will offer them the greatest ROI, rather than trying to hop on every social media train.

In the spotlight: Michael Fineman, President, Fineman PR

The 17th Annual Top 10 PR Blunders List, compiled by San Francisco's Fineman PR, features blunders by organizations that were unprepared, undecided, unconscious, unfair and uninformed — and all of them preventable.

1. Penn State, "Your Scandal Isn't Going Away"
The story of disgraced former Penn State assistant football coach Jerry Sandusky's arrest on charges of sexual abuse is a terrible one, but news of the university's lack of action over more than 10 years infuriated the public and media alike. University President Graham Spanier fanned the flames with a poorly planned initial statement featuring more support for two University officials alleged to have been covering up a 2002 incident than for the eight abuse victims. But that was just one of many stumbles in the eyes of prominent media and PR professionals, who urged Penn State to get organized, take responsibility, prioritize the victims and get all the bad news out as quickly as possible. Poor crisis planning was an obvious issue, with Advertising Age reporting that "despite months of advance notice, Penn State's board didn't enact a communications plan, and waited until after the arrest … was all over the news" before retaining crisis counsel. Even Penn State senior lecturer of public relations Steve Manuel agreed, telling USA Today that "this was a crisis in the making of at least three years. Penn State knew this shoe was going to drop and it was not prepared." Lynn Zinser of The New York Times urged University leaders to accept that "your scandal isn't going away," describing the "sorry spectacle" as "what appears to be an institution-wide moral collapse."

In the spotlight: Anthony Joseph, Vice President of Marketing, Optify

The past year saw many new developments in online marketing, including evolving organic and paid search landscape, convergence of social media and search marketing, growth of mobile and local searches, and a rapid rise in spending on social media marketing using Facebook, Twitter, LinkedIn and Google+. Online marketers have only begun to explore and respond to these new opportunities.

Online marketing software and services provider Optify recently announced its top five 2012 predictions based on insights from customers, analysts, and partners.

"Success for marketers in 2012 will be based on their ability to embrace and implement integrated online, search, and social marketing campaigns," said Anthony Joseph, VP of marketing at Optify. "Experimentation with emerging mediums will be warranted, but an integrated solution that measures ROI and return on effort across these various channels will be critical to know what's working and what isn't."

In this evolving landscape, Optify's top predictions include:

1. Mainstream Organizations Adopt Marketing Automation & Social CRM

Marketing automation has traditionally consisted of email and email nurturing. However, 2011 witnessed the expansion of Social CRM, enabling another channel to reach and interact with customers and it has become one of the fastest growing segments within the CRM industry. In the next year, Social CRM will evolve from an early adopter strategy into a mainstream solution for organizations wanting to connect marketing operations from the top of the funnel, to online search, down through sales and customer management. Companies that learn how to adopt and implement these solutions will more effectively be able to reach and engage with their customers and have a clearer path to a positive sales and marketing ROI.

By Taylor Holiday, Director of Digital Strategy and Head of LF l Social, Lucid Fusion

Last year, Cyber Monday was the first billion-dollar day in e-tail. This Cyber Monday is predicted to break the billion-dollar barrier again. As consumers log on, ready to spend, make sure you company or client's deal is top of mind with these strategies:

1. Offer your best: Give 'em the best deal you've got. Consumers are smart. They're going to hunt for the best value and most aggressive discounts. This is not the time to play small. Competition is fierce and you want your deal to be so attractive, that people can't help but talk about it. Be creative. Be outrageous. Be generous. Make an offer a savvy consumer wouldn't refuse.

2. Reward your fans: Give something back to those who dig your product. Especially those who "like" your company on Facebook or are otherwise following you. At some point, they were inspired enough to choose to stay connected — isn't that a wildly attractive quality in a customer? Of course it is. Reward their loyalty and use the opportunity to exceed their expectations. Not only will it strengthen your connection, but they're highly likely to tell their friends or followers. By rewarding them, they'll reward you.

3. Recruit new fans: Take a cue from Groupon and seize the opportunity to invite in new customers with an irresistible offer. Yes, it will boost your sales for a day, but more importantly you'll have an opportunity to build your fan base, followers, and email subscribers. Make the offer exclusive to people who agree to stay in touch by offering incentives to those who "like" you, "follow" you, or subscribe to your newsletter. You're planting the seeds for future sales and new fans of your brand.

You don't have to tell Kevin Reilly, entertainment president of Fox Broadcasting Company, that social media is a good way to market new shows. He already knows.

At the MIPCOM show, a TV and entertainment conference and market held in Cannes, France every year, Reilly said the network is using social media to build awareness of new shows with tremendous success. Reilly gushed over how social media has made shows hits like "Glee" and "New Girl," almost before they even hit the airwaves.

"In a connected world in which individuals have the ability to choose from the best of TV past and present, more and more the audience will rely on filtering mechanisms and social networks to navigate and inform their choices," he told the crowd in his keynote:

"There is a reason that Facebook just kicked social TV into high gear. As one blogger said: 'When people start consuming content through Facebook, it enables a new world of friend-to-friend discovery that is potentially worth more than any promo campaign on the planet.' In other words, better than any network today can provide."

Darlene Quinn knows what it's like to be loyal to a brand name.

Quinn, a former senior executive with the Bullocks Wilshire department store chain understands the inner workings of the fashion retail industry as well as she does consumer trends, and her conclusions based on what she's seeing in the marketplace aren't encouraging for some of America's oldest brands.

"Some of our most recognized and best-loved brands are falling victim to an economy in which price is the paramount concern for consumers," said Quinn, author of "Webs of Fate," a novel about the retail fashion industry from Greenleaf Book Group. "We've ended the era of the brand-loyal consumer, and entered the age of low prices."

Quinn's argument is that major national brands and some regional brands will soon watch their final sunsets as the hunt for low prices currently outweighs old-fashioned consumer brand loyalty.

"Brand loyalty used to mean something in the retail business," Quinn said. "We are now hardwired to look at paying less than full price. The status symbol has become 'how much did you save?' Although there are many of us who are less than happy with the outcome and who are willing to pay more for quality and service, it will take a long time, if ever, for a reversal. I would love to see the return of brand loyalty, but with the economic outlook starting to dim again, I don't see it happening."

Throughout the business community, ambitious individuals who work in highly competitive environments know the impression they give in their business communications often makes the difference between career failure and success.

When you make the following grammar mistakes, you will sound less intelligent than you actually are. Effective communication, both in speaking and writing, makes an important and significant impression. Most likely, your English teacher gave you the following advice. In case you have forgotten, here are three business communication tips to improve the impression you make to your prospects, clients, and senior executives.

Tip #1 — Use Pronouns Properly

How often do you hear people say the following comments?

The owner promoted him and I.
The client took Sally and he to lunch.
That's very important to we commuters.

Pronouns change when they play different roles in a sentence. Note that "you" and "it" stay the same, however you use them.

A generation or so ago, Moms made connections with fellow Moms over the back fence, over coffee, or in the supermarket aisles. But despite being busier than ever with work, kids' activities, volunteer obligations, and more — Moms still need those connections. Today, they just go about it a bit differently — namely through social media platforms like blogs, Facebook, and Twitter.

At the same time, this social media connectivity changed the way Moms connect with friends and fellow Moms, it also revolutionized how they interact with consumer brands. A recent Mom Central survey of nearly 900 women shed some light on Moms and their new-found online connectivity. Consider these top social media factoids:

• While parenting proves more than a 24/7 responsibility, Moms still need a connection to the outside world. 70% of Moms report spending more time on the Internet since having a child. These Moms connect with friends and family – but at the same time, they also use social media to connect with brands.

According to the 2011 Arketi Web Watch Media Survey, 92% of today's journalists are now actively using LinkedIn. That's up 85% from just 2 years ago.

"That's more than any other social network," said LinkedIn marketing expert Kristina Jaramillo. "Small business owners, marketing executives and PR professionals need to take advantage of the huge opportunities to get more publicity with LinkedIn."

Jaramillo offers these tips to business professionals looking to build and maintain relationships with the media …

The social revolution has brought a renewed focus to doing business organically. Today corporations and small businesses alike are using the powers of collaboration, participation, innovation, and engagement to win the attention of empowered consumers. These qualities, says author Vickie Milazzo, are at the heart of what women do best. She explains why today's women are primed for success and what they can do to take advantage of these growing opportunities.

In the spotlight: Vickie Milazzo, Owner, Vickie Milazzo Institute; Author, "Wicked Success Is Inside Every Woman"

Despite status quo statistics — women earn 75 percent of what men earn; women hold only 15 percent of C-level positions in the U.S. — and a challenging economy, the almost-constant changes to the way we communicate, interact, innovate, and do business today are setting up an opportunity-filled future for women. Why? Because the qualities that are valued in today's socially driven culture — participation, engagement, collaboration, relationship-building, an appreciation for the greater good — come naturally to most women, points out Vickie Milazzo. She says women simply have to be willing to reach out and grab the coming opportunities.

"Inside every woman are the skills and forces necessary for being successful today," says Milazzo, author of the new book Wicked Success Is Inside Every Woman (Wiley, 2011). "Ninety percent of success is showing up. Whether you're selling an idea, trying to land a new job or learning to paint, the bottom line is that you have to show up. Women today have to be up to the task of inserting themselves into the big picture."

Do you lead your team like you're the great and powerful head of your own nation? Hidden away in your office, shielded from others, do you deliver orders that must be followed, never considering what your employees might think? Do you parade the halls, factory floors or store aisles of your organization, holding audience with only the small entourage of upper management trailing after you?

Okay, this might be a slight exaggeration. But even if you embrace a less extreme version of the old "command and control" style of leadership, founder and former CEO of OfficeMax Michael Feuer says you're blocking the natural flow of the life's blood of the company. Innovation.

"If your employees don't know where you're going, almost any road will get them there." These are words that send chills through the hearts of leaders everywhere — and it's why they work hard to develop business plans for their workforce to follow. Even the best-intentioned, savviest business plans can fail if the organization lacks consistent employee commitment. But you can't just mandate commitment. Organizations that achieve the promise of their business plan are able to create "positive accountability" — a powerful, healthy culture that results from goal alignment and workforce engagement.

Goal alignment is a common challenge, yet its solution can be as simple as how goals are established. If developed through a process of top-down collaboration with employees, strategic imperatives will cascade to frontline behaviors, dramatically impacting an organization's success. Effectively channeling employees' talents boosts their productivity and job satisfaction. And satisfied employees often become high-performing, passionately engaged employees.

Workforce engagement allows organizations to tap into their employees' discretionary efforts. However, studies show that only 1 in 4 employees comes to work actively engaged, or "on purpose." These are the individuals that find their work personally and professionally meaningful. Of course this means that 75% of employees consistently fail to execute to their full potential. More disturbing, the same studies show that almost one-third of these are actively disengaged and can undermine the engagement of others.

Emergency managers take note: social media is not just for teenagers or big-brand companies. Social media can help emergency managers with disaster management and crisis management. A recent survey by the American Red Cross, Social Media in Disasters and Emergencies, suggests that there is a growing public expectation that emergency services will both monitor and respond to information posted to social media sites — 69% of the respondents said that public safety agencies should monitor and respond to postings. "Social media has been creating a buzz in the emergency management community. As an emergency manager, I'm extremely interested in any tool that can help with crisis communications," said Lucien Canton, Canton on Emergency Management blog writer, in a news release. "Like most of my colleagues, I thought social media was merely another passing fad. Then I realized I totally missed the point of social media."

Emergency management needs to look at social media in a totally new light, said Canton. "First, social media is not about the message or the technology — it's about building virtual communities. In any community there will be information that everyone wants to know and information that is only of interest to a few people. The important thing is the freedom to incorporate both of these viewpoints in the same system," he said.