By Lance Concannon, UK social media lead at Text 100

Speak to any senior corporate comms exec about the barriers that prevent them from using social media more in their organisation, and I guarantee that the issue of ‘risk’ will usually come close to the top of the list. This raises a couple of questions; what exactly are the risks posed by social media, and how can we negate, or at least mitigate, them?

What if people say bad things about our brand?

People often think that creating social media channels for the brand will add fuel to the fire of criticism, but that really doesn’t make any sense. Almost all brands have detractors, and social media makes it easier than ever for those detractors to share their opinions online and there’s not a lot you can do to stop that.

By participating in social media itself, your brand can at least provide those detractors with the opportunity to come to you with their grievances so that they can be dealt with in a constructive manner. If people are going to say bad things about your company, wouldn’t it be better for them to say those things in a place which you can easily monitor and manage, rather than some other website where you have absolutely no control?
So in this instance, social media does not introduce risk, but enables businesses to manage risk which already exists.

What if our own people run out of control?

In most large organisations there’s a very good chance that employees are already talking about the company in social media in either a semi-official or completely unsanctioned manner. Maybe they’ve set up social media profiles for the brand under their own steam with the best of intentions but haven’t coordinated this activity with the comms department and are not following best practice.

Or maybe disgruntled are employees complaining about the company in channels like Twitter, blogs, Facebook and discussion forums. Perhaps others are trying to be helpful by responding to consumer comments online, but they’re sharing incorrect information or using the wrong messaging.

You manage all of this through robust policies and training.

First of all ensure that you have clear policies in place for how staff are allowed to discuss the company and their jobs in social media; publish guidelines that enable and encourage staff to participate in these channels, but make the boundaries clear and explain why those boundaries have to exist. It should go without saying but you need to make sure that all staff are aware of the guidelines, from the interns all the way up to the directors.

Within any organisation there are going to be social champions – the kind of people who have a natural urge to go online and talk about the business and their work. Find out who these people are, because they are a powerful asset, and give them the training and encouragement they need to act as online brand ambassadors.

What if we get it wrong and end up with egg on our faces?

This fear is not completely without foundation. For all the talk of businesses needing to ‘take risks and experiment’ in social media, the industry loves to trumpet stories about big brands getting social media wrong. If experimentation and risk taking is to be encouraged, then perhaps it wouldn’t hurt to be a little more supportive when brands make mistakes in these channels.

The simple truth is that even with the best intentions, sometime marketing campaigns and comms activities in social media can go awry in ways you hadn’t anticipated. This risk can be mitigated by careful planning and research; read case studies and learn from the experience of others to find out what’s worked well and what’s gone wrong in the past.

When you’ve planned out your activity, spend some time trying to pull it apart and pick holes in it. What could go wrong, how could people derail or hijack it, why might it fail? Obviously you can’t predict all potential outcomes, but at least if you’ve already thought about possibilities, no matter how improbable, you can be better prepared in case things don’t go as planned.

If possible, work with an agency which has plenty of experience in social media activity – but before you sign a contract, make sure you check their credentials to see if they’re really up to the task.

While there are certainly some risks involved in using social media as a communications platform for your business, they are far outweighed by the potential benefits. The biggest risk of social media is being left behind by your competitors if you fail to take advantage of the opportunities it offers.

About the Author
Lance is the social media lead for Text 100 UK, where he focuses on helping clients to build better relationships with their audiences through digital and social media channels.

He has worked in digital PR since 2005, developing and executing social media communications activities for world leading brands such as IBM, AMD, Sony Electronics, and Oracle. Prior to this he worked as a technology journalist for over a decade, most recently contributing to Internet Magazine at EMAP as the title’s technical editor for four years.

Lance contributes to the Text 100 UK blog and Text 100 Hypertext blog  discussing emerging and mainstream communications trends and how they are being embraced, challenged and championed. You can also follow Lance on Twitter here.

The SMWF team are excited to announce that the fourth annual SMWF Europe event will be taking place on 27^th and 28^th March at Olympia in London. This year’s show is your chance to experience a packed agenda of interactive workshops, combined with unique networking opportunities, a bustling exhibition space and much more…

New for 2012 we have introduced an updated show format, delivering 6 individual conference tracks, each examining the latest strategies and cutting edge technologies across specifically focussed areas of social media marketing.

One workshop pass will get you access to all the tracks, detailed below, as an event delegate you will be able to mix and match your chosen session, creating your own agenda during the 2 day show. You also gain full access to the exhibition & official SMWF party.    Book your pass here today!

SMWF tracks explained…

This 2 day track forms is the backbone of the SMWF agenda; providing insight into how to strategically benefit from the accelerating growth of social media. Teaching subtle  techniques and approaches which can transform social media from a lip-service add-on, to the cornerstone of your co-ordinated communications strategy.

Whether you have an existing mobile strategy or are in the process of formulating one, the SMWF Mobile Marketing track will deliver a wealth of practical advice around using mobile social media, using apps to promote your business, integrating mobile into your existing marketing strategy, location based marketing and much more.

With the home entertainment landscape on the cusp of massive change, the race is on for operators, manufacturers and platform providers to grab their slice of this potentially lucrative new market. The track will explore the social aspect that is changing the way people interact with the media they consume as part of this new TV experience.

With the social media explosion changing the way customers and businesses interact, perhaps forever, the SMWF Social Business track will examine many of the fundamental issues and challenges you face as company culture is being forced to change and adapt to these new social operating systems.

The SMWF Social Shopping and ecommerce track will analyse how some retailers are truly harnessing the power of social media, allowing brands to create a new forum for conversation and interaction with their customers.

Delivered by our friends at MarketingTechNews.net, this track comprises a series of expert led marketing strategy workshops. It will equip you with many of the basic tools you need to begin planning and implementing your own integrated marketing strategy, tying in advice and insight around social media, SEO, branding, affiliate marketing, mobile, PR, blogging, content marketing, web-design and all manner of integrated marketing communications techniques.    To just attend this free to attend track register for your free expo pass here.

Look out for some exciting announcements about our speaker line up and agenda in the next few weeks!

We can’t wait to see you all again this year, keep an eye on the blog or follow us on Twitter and Facebook.

We are pleased to have partnered with both the K West & The Hilton London Olympia to offer all SMWF visitors a discounted room rate for the 26th, 27th & 28th March 2012.

Only a limited number of rooms are available at each hotel, and the rate is only available until 24th February so book today to make sure you have somewhere to stay!

K-West Hotel
Richmond Way
London
W14 0AX

Room Rates:

Single occupancy £95 excluding vat & breakfast

Double or twin occupancy £109 excluding vat & breakfast

To book please contact Georgina Ainsworth on +44 (0) 20 8008 6605 quoting SMWF. Rates are available until the 24th Feb so book early to avoid disappointment, after this date hotels will need to be booked on best available rate.

Hilton London Olympia Hotel
380 Kensington High Street
London
W14 8NL

Room Rates:

Single occupancy £135.00 + VAT per room includes English Breakfast

Double Occupancy £145.00 + VAT per room includes English Breakfast

To secure your discounted room simply contact Agnieszka Stopa on +44 (0) 207 856 1902 or email agnieszka.stopa@hilton.com and quote SMWF before the 24th Feb. This rate will expire on the 24th Feb so book early to take advantage of the discounted rate.

Other Hotels Located Nearby:

Kensington Close Hotel
Wrights Lane, Kensington, London
Telephone: +44 (0) 20 8008 6600
Best Available Rates from £99

By Christer Holloman author of ‘The Social Media MBA’ 

For how much longer will we call ‘smartphones’ just that and not simply ‘phones’? ‘Smart phones’ will be the de facto standard in a not too distance future (it’s already the case in certain clusters), the long name will eventually be made redundant. The same will now happen to the words ‘Social Media’.

My first modem was 14,400bps, later we got a 56k one. Today modem speed is pretty much irrelevant; the speed is usually determined by your ISP. My first PC CD-player was ‘2x speed’, we eventually upgraded to ‘16x speed’. Some years later manufactures stopped talking about CD-player speeds, it became irrelevant.

“2012 will be the year social media just becomes a part of everything we do.”

So for the exact same reasons as developments exemplified above, ‘social media’ will also disappear. For the companies that were early adopters, 2012 will be the year ‘social media’ just becomes a part of everything they do and this is why:

1) Social Media Fatigue

If you think of social media as a product life cycle, companies that adopted it early have experienced the launch, the growth and are now moving into a steady state, plateau or even fatigue phase. The new kid on the block is not so new anymore. If the company hasn’t seen any measureable success yet, perhaps due to poor a strategy and/or delivery, without a senior leader that can identify and address the issues, these kinds of organisations will realign their expectations and talk less and less about social media as a separate topic.

2) Social Media Departing From Marketing

There was a time when social media was the responsibility of the marketing department. Now we know that companies that adopt social media, and do it successfully, make it a way they do business across the whole company. As such it is the responsibility of every department; sales, customer service, product development, etc. Increasingly companies assign social media responsibility to a senior person whose sphere of influence covers multiple departments, such as the CIO. This empowers every department to incorporate social media in how they go about their business.

3) Social Media Coming Of Age

‘Social Media’ is a generational thing in the same way my parents still talk about ‘The Internet’. Ask any teenager about social media and you get a blank stare back; for them social media isn’t a set of tools, channels or even a topic of conversation. It’s something so intuitive they don’t need labels but rather just get on with it. The same is true for any modern organisation.

Companies that are still in the early stages of their social media adaptation will continue to separate out social media for a while longer but will eventually catch up.

For more ideas on how to ensure your approach to social media strategy development and delivery is up to date, check out: http://www.socialmedia-mba.com or join the debate at The Social Media MBA LinkedIn Group! 

………………………………………………………………………………………………………………………..

What others have said about ‘The Social Media MBA’:

Scott Monty, Head of Social Media, Ford Motor Company

“Holloman et al. provide a very suitable handbook for those who need more than the rah-rah social media talk. From strategy development to execution, with a look at case studies from major brands that are respected in the field of social media, this book will serve seasoned communications and marketing professionals who want to integrate today’s digital thinking into their teams’ efforts.”

Jamie Grenney, VP of Social Media & Online Video, salesforce.com

“Virtually every customer, partner, and employee is engaged on social channels, yet too many organizations have failed to reflect this shift. The Social Media MBA provides the strategy and real-world examples to help transform your company into a social enterprise.” 

Christer Holloman is the editor of the new book, The Social Media MBA: Your Competitive Edge in Social Media Strategy Development & Delivery (Published by Wiley). Christer is Head of Digital Product Development at The Times and The Sunday Times Newspaper.

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Wiley will be exhibiting for the fourth year running at this year’s Social Media World Forum in London. Their stand will feature a range of the latest books in social media and online marketing.  For more information on how to register for this year’s event please click here.

A big thank you to those that attended the Social Media World Forum in New York.

Also a special thank you to all the speakers, sponsors, exhibitors & media partners we enjoyed working with you and look forward to meeting you all again next year!

Greg Cargill kicks off the Social Media Hub with the Fundamentals of Social Media.

Panel Discussion: Examining strategies for using social media for business to business marketing

Chairman/Moderator: Joshua March, Co-Founder,  Conversocial 

 Linette Gomez, Senior Director, Internet Marketing – Social Media,CA Technologies
Jeannine D’Allegro, Marketing Director, Social & Digital Engagement Strategy, Dun & Bradstreet
Price B. Floyd, Vice President of External Engagement and Digital Strategy, BAE Systems

Keynote Panel Discussion: What is Social Reputation and why this should matter for your business

Chairman/Moderator: Joshua March, Co-Founder,  Conversocial 

 Garth Holsinger, VP of Sales and Business Development,Klout 
Ted Rubin, Social Marketing Strategist & Brand Evangelist & Chief Social Marketing Officer,Collective Bias
Paul Papadimitriou, VP + Principal Analyst, Constellation Research
Jason Wellcome,  Head of Digital Group, Weber Shandwick

Networking bar

Social Media Hub chair Greg Cargill introduces Adam Singer from Lewis PR

Exhibition

At Conversocial, we spend a lot of time working with companies who use our software to boost their customer service offerings on Facebook and Twitter. We’ve learnt quite a bit about the challenges they face along the way.

Two thirds of customers want to use social media to communicate with companies about customer service issues,an inevitable consequence of opening up real two-way conversation. Yet brands managing to bring the same level of service to the Facebook wall as traditional communication channels are in the minority.

Here are a few tips on how to deliver great social customer care, taken from our research into the performance of top international retailers. We’ll be releasing our US-focussed study “Who’s ignoring their customers” at the Social Media World Forum on Tuesday.

Face customer service on the wall head on

It’s tempting to respond to customer complaints through Facebook by redirecting them to private channels. The public nature of a complaint on Facebook, a customer kicking up a fuss in front of millions of fans, puts companies off engaging with customers on the page. But your customers know the power of public grumbling, have likely exhausted other options, and won’t be discouraged. Use your Facebook wall to come back at this negative PR with comprehensive support. Showcase your company’s care for its customers and reinforce trust in your brand

Get serious about social customer service

Ignored complaints and slow responses do not make for good customer service in any medium. Most retailers are missing a vast proportion of complaints altogether. Inconsistency makes you look unprofessional, leaves your customers confused about what they can expect from their social relationship with you, and encourages them to repeat their complaints until they’re heard.

But not too serious…

Take the best bits of traditional customer service to social networks. But social media is all about breaking down boundaries.  Make sure you know your audience, and that the tone of your response is appropriate. Corporate lines look stilted and insincere on a Facebook page, and you only have 140 characters to win round your customer on twitter.

Make responses personal.  Try to sign off with something a bit more personal – let your customers feel as though a real human is taking care of them, and not a nameless page.Leaving the name or initials of the customer service advisor is a really simple way to do this.

Stay in control

Keeping track of all wall posts and comments is a challenge for larger pages with several active posts on different parts of the page. Once your conversation grows, (a good thing!) software becomes an essential to pull together all enquiries into a centralised place. This makes it easy to keep track of which agent is dealing with each complaint, and allows marketing and customer service to work together on social communication.

Conversocial’s CEO, Josh March, will be chairing discussions at SMWF New York – so make sure you keep an eye out for him! If you’d like to get your copy of Tuesday’s research release, you can swing by our stand; number 27. We’ll be available to discuss how to make customer service in social media really work, and what Conversocial can do for your business.

For all those driving to the event next week here is a list of all the car parking facilities near the Javits Centre in New York. There is no parking at the Javits Center.  However, there are a variety of lots open nearby, ranging from 24-hour, 7-days a week, to more limited service.

Advance 249 West 43rd Street, 212.221.8902
Astor Parking Corporation 1515 Broadway at 44th Street, 212.869.3543

Central Parking System www.parking.com
• 441 9th Avenue (between 34th and 35th Streets)
• 416 West 36th Street (between 9th and 10th Avenues)
• 417 W. 35th Street (between 9th and Dyer Avenues)
• 1 Penn Plaza (between 7th and 8th Avenues)
• 305 West 34th Street (at 8th Avenue)
• For rates and hours of operation call 800-836-6666.

Enterprise Parking System www.enterpriseparking.com
• 455 West 37th St.
• 505 West 37th St.
• 404 West 37th St.
• 451 10th Ave.
• 444 10th Ave.
• 447 West 35th St.

MP 41 LLC 475 West 41st Street, (212) 594-2000
MP Manhattan Plaza LLC 471 West 42nd Street, (212) 279-5213
Square Industries 306 West 44th Street, 212.247.5807
Times Square Park 220 West 41st Street, 212.730.1777

For information on other transport options please visit our event info page.

Related articles

• Staying over for Apps World & Social Media World Forum, N. America? (apps-world.net)

Social Media World Forum N. America is almost upon us. The event is designed specifically to help delegates build valuable connections in New York and the rest of the digital world. We have compiled a few of suggestions suggestions for how you can get the most out of getting connected at the show.

Social shindig – come join the party at the Social Shindig, this year hosted by I AM DIGITAL at Studio Twenty Onein Chelsea kicking off from 7.30pm, an excellent opportunity to catch up over a few beverages in a chilled atmosphere.

Social Media Passport  - We’ve  partnered with Social Media Passport to enable you to connect with our show exhibitors more easily online. Simply visit, www.socialpassport.net and download your Social Passport onto your smartphone, tablet or mobile; you can even print it out. Have it handy to be scanned when you’re touring the SMWF/AppsWorld exhibition to get access to exclusive prize draws and special offers. Social Passport is also available as an Android or iOS app.

Tweet our speakers – twitter will of course be the order of the day, below you can find a list of many of our speaker’s and special guests twitter handles so you can get the conversation started ahead of the show. If you have a question for one of the speakers don’t forget to use the #SMWFQ and #AppsWorldQ hashtags.

You can view all of this year’s speakers here.  

Abell, Jon, New York Bureau Chief, Wired, @johncabell

Britton, Matt, Founder & CEO, Mr Youth, @Mattyb123

Cann, Jeff Manager of Accounts, Marketwire @JeffCann

Cargill, Greg VP Client Services, Social & Media,BLITZ , 4As / Blitz Agency, @GregCargill

Carter, Sarah Vice President of Marketing, Actiance @SarahActiance

Choy, RogelioChief Operating Officer,Formspring, @rochoy

Coatney, MarkMedia Director,Tumblr, @markcoatney

Contreras, EstebanSocial Media Manager,Samsung @samsungesteban

Davar, Sara, Head of Business Development – Sales and Growth, Meltwater, @sdavar

Díaz Ortiz, Claire, Corporate Social Innovation & Philanthropy, Twitter, Inc. @claireD

Donnelly, Michael, Director, Worldwide Interactive Marketing, The Coca-Cola Company @MichaelDonnelly

Donnelly, Margaret, Director of Marketing, Meltwater @mwdonnelly

Espersen, Peter, Online Community Lead (Global), Lego @VirtualPeter

Floyd, Price B. Vice President of External Engagement and Digital Strategy, BAE Systems, @pricefloyd

Fraietta, Mike, Enterprise Community Manager, News Corp. @MikeFraietta

Janin, Keeran, Creative Director, Infindo Technology,  @keeranj

Gold, Kate,  Social Media Director, Scripps Networks, @katefgold

Gomez, Linette , Senior Director – Internet Marketing – Social  Media, CA Technologies, @LinGos

Guest, Phil, Chief Commercial Officer, Peer Index, @philguesty

Heindl, Matt, Head of Social Media, Razorfish, @matt_heindl

Hempstead, Sebastian, VP – North America , Brandwatch, @sebhempstead

Heron, Liz, Social Media Editor, New York Times, @lheron

Heuer, Chris, Social Media Club, @chrisheuer

Holsinger, Garth, Head of Communications, Klout, @garthsklout

King, Lila, Participation Director, CNN, @lilacina

Lagier, Eric, CEO & Co-founder, Memolane, @elagier

Liebling, Rick, Director of Digital Strategy, Coyne PR, @Rick_Now

Marsh, Josh, Founder and CEO, Conversocia, @joshuamarch

Napolitano, Anthony, Director of Sales and Business Development, Stumble Upon, @stumbleupon

Neale, Nicole, Social Media Director, Four Seasons, @Nicole_Neal

Papademitriou, Paul, VP and Principle Analysyt, Constellation Research, @papadimitriou

Peters, Meghan, Community Manager, Mashable, @petersmeg

Ramers, Justin, Active Network Events, Director of Social Media, @JustinRamers

Rezab, Jan, CEO, Social Baker, @janrezab

Rosenthal, Jason, CEO, Ning, @jasonprosenthal

Sain-dieguez , Vanessa, Director, Social Media – Planning and Integration, Hilton, @VSDieguez

Schafer, Ian, CEO & Founder, Deep Focu, @ischafer

Schactel, Jane, Director of Social Media Bing,@seejanesays

Schierholz, Stephanie, Head of Social Media, NASA, @schierholz

Sharma, Tom, P Emerging Products, NBC, @TomSharma

St. Amand, Wayne, VP of Marketing, Crimson Hexagan, @WayneSaint

Weiswasser, Gayle, VP of Social Media Communications, Discovery Channel @gweiswasser

According to a study by SAS and the Harvard Business Review, by 2012, 88% of companies will use social media worldwide.

Well, 2012 is just around the corner, and if you haven’t taken the steps to make your business socially active and aware, now is a great time to start! Meltwater Buzz, our social media monitoring, engagement and management platform, is the perfect tool to help you build and drive your social business.

How?  We’ve broken it down to six core steps.

1. Listen. Many organizations have already taken this first step—they’re monitoring social media for conversations about their brand or business. This first step is vital—it gives you a basis for understanding the volume, sentiment, tone and topics that surround your brand. You can use it as a baseline to measure how your initiatives are impacting these metrics over time. You also need to constantly monitor your brand to ensure that any crisis situation comes your immediate attention for swift and positive action.

2. Plan. Use the knowledge that you gain from monitoring your brand to determine what you really want to accomplish through your social presence. Define the “why”—the use case(s) for your social media presence. Do you want to reach out and draw customers closer to your brand? Provide better service and customer care? Gather feedback and ideas for new products? Sell more widgets? The choice is yours. After you define the “why” then detail the “how.” Create a strategy and plan, get everyone on the same page and define roles and responsibilities. Train ALL your employees on your strategy and draft your social media policies and procedures for everyone.

3. Engage. Now that you’ve done all that planning, start engaging! Make sure to publicize your social presence through email, your website, your advertising and more! And start getting active on your social accounts. Post great content to share with your community. Canvas social conversations to find potential new contacts to draw to your brand. And start making connections with your brand’s social fan base!

4. Measure. As you’re growing your social community, make sure you’re constantly measuring value. Which content drew the most re-tweets? The most likes? The most comments and shares? Which activities drew the greatest engagement? How has your activity changed the volume of conversation around your brand? How have your other marketing initiatives impacted social chatter? Regular measurement will give you an idea of what works (and what doesn’t) for you brand and market. Let those measurements be your guide to zero in on the things that resonate with your community.

5. Evaluate. Along with measuring key performance indicators, you need to evaluate your long-term results to see what ROI you’ve achieved through your social campaigns. Did your Facebook contest generate a huge new fan base? Did you see a rise in dog bed sales after you created a “star dog” photo promotion? Which social channels are generating the most engagement? Are you doing the right things for the channel that’s lagging?

6. Evolve. The answers you see in the metrics and results you see for particular campaign types are going to change drastically over time. That’s because this market is changing and evolving every day. New marketing ideas and campaigns are driving new business opportunities—and rules for social engagement. By being a part of this movement, you’ll be able to evolve with the market rather than be left behind.

This is a lot of food for thought. We’re here to help you make all this happen. Meltwater Buzz is a great tool that can help you manage through the steps of building your social business, and our Social Advisors are a great resource to guide you through the process. We’ll be at Stand 79 at Social Media World Forum in New York.

Please come by to see us and find out how we can help you drive your social business to success.

About the Author:

Margaret Donnelly, the former VP of Marketing & Business Development of JitterJam, spearheads the marketing efforts for Meltwater Buzz. Meltwater Group acquired JitterJam in March 2011.

Margaret has over 25 years of technology marketing and business development experience in the social media, telecommunications, services, and computer hardware and software industries at companies such as Firetide, ArrayComm, SkyTel, Commtouch and Pyramid Technology.

Margaret co-founded the Personal Broadband Industry Association and has served as an industry analyst and marketing advisor for a diverse set of businesses. A transplant from Silicon Valley now living in the wilds of New Hampshire, Margaret is active in the local arts community.

Twitter: @mwdonnelly

LinkedIn: http://www.linkedin.com/in/mdonnelly

This November the Social Media World Forum will be landing in New York and we are giving you the chance to win an access all areas workshop pass as well as an invitation to the evening networking party.

What can you expect from #SMWF N. America?

SMWF North America will be providing a format for networking, engagement, and lots of social media debate around the latest tools, technologies, platforms, and emerging trends within social media marketing.

With predicted numbers of 2500 + attendees the show has grown significantly and will host a variety of free to attend Social media Hub & paid conferences for marketers, PR professionals, brands, agencies and SME’s.

The workshop sessions will feature leading brands such as Coca-Cola, Stumble Upon, Nike iD, Sears Holdings and Yahoo!  Key speakers include:

• Dennis Maloney, VP Multimedia Marketing, Dominos
• Robert Harles, Global Head of Social Media, Bloomberg
• Michael Donnelly, Director, Worldwide Interactive Marketing, The Coca-Cola Company
• Claire Díaz Ortiz, Corporate Social Innovation & Philanthropy, Twitter, Inc.
• Anna Lingeris, Public Relations Manager, Hersheys
• James Jeynes, Global Brand Manager, Nike
• Mark Coatney, Director/Media Evangelist, Tumblr

And many, many more

Find out more information about this year’s event here.

How can you win a free workshop pass?

To win a free ticket to this year’s event simply email rachel@sixdegs.com using the subject title ‘SMWF New York Competition’ with the reason why you deserve to win the free workshop pass. You have until the Oct 21st at 0530pm EST/ 1030pm GMT.  The team at SMWF will select the winning entry and that lucky person will be emailed & announced on Twitter.

Re-tweet this and let your friends know! We look forward to reading your comments – Good Luck!