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Tiramisu Tiramisu This Italian favorite makes for the perfect Valentine’s Day dessert. It’s easy to whip up and will make the holiday feel extra special. A: Small-business owners have more ways to amplify their voices today than ever before. Social media allows businesses to cut out strategic communication plans and implementation, media relations and strategy, public relations campaigns, donor relations communications, key message development, executive/C-suite communication, and copywriting and editing for print, web, and social. One day, I could be writing a brochure about bariatric surgery offerings, and the next day, I could be handling inquiries from a TV reporter. My clients have had their stories appear in The Washington Post, Los Angeles Times, The New York Times, The Plain Dealer, Crain’s Cleveland Business, NPR, and The Wall Street Journal, as well as on digital and broadcast media around the country. Q: What is your favorite part of your job? A: I feel energized when I learn something new. The journalist in me still loves a scoop. My favorite part of my job, however, is getting to select work that’s professionally and personally meaningful to me. My husband and I are raising two teen daughters, so issues related to health, education, and equity resonate with me. I do my best work when I’m personally invested in a topic. Q: What advice can you give small businesses when it comes to the importance of reaching their current customers and potential customers in a powerful and compelling way? In this day and age of social media, blogging, YouTube channels, and Facebook Lives, it’s easy to feel that it’s a jungle out there and my voice as a small-business owner gets lost in it.
the middle man and speak directly to their core audiences for a very low cost. It can be overwhelming to tackle social media, so I recommend business owners start with one social media channel and be consistent in updating it. My first piece of advice is for small businesses to find their niche. What do they do better than anyone else? Form a storyline around that, then figure out what they want to say and to whom they need to say it. Instagram only needs to be updated a few days a week, so it’s easier to maintain, but you need to have photos to post. This is a great channel for visually interesting work, such as a restaurant, salon, or bakery. LinkedIn is the right place for professional service experts to post advice articles, like how to get ready for tax time. Facebook isn’t dead, contrary to what your kids tell you, but it requires daily updating for your posts to appear in people’s feeds. Twitter is only for those who have time to invest; you need to tweet 3–4 times a day for Twitter users to see your tweets. Whatever channel you choose, really take the time to update it and interact with your followers. Social media is a two-way conversation. Don’t post and run. This is especially important if a client posts a negative review or asks a question in your comments. You’re obligated to respond.
Finally, be honest. Nothing sinks a reputation faster than being disingenuous.
INGREDIENTS • 6 egg yolks •
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2 teaspoons dark rum 24 packaged ladyfingers 1/2 cup bittersweet chocolate shavings, for garnish
3 tablespoons sugar 1 pound mascarpone cheese
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1 1/2 cups strong espresso, cooled
DIRECTIONS 1. In a large mixing bowl, use a whisk to beat together egg yolks and sugar until thick and pale, about 5 minutes. 2. Add mascarpone cheese and beat until smooth. 3. Fold in 1 tablespoon of espresso. 4. In a small, shallow dish, combine remaining espresso with rum. Dip each ladyfinger into mixture for 5 seconds. Place soaked ladyfingers at the bottom of a walled baking dish. 5. Spread half of the mascarpone mixture on top of the first layer of ladyfingers. Top with another layer of ladyfingers and another layer of mascarpone. 6. Cover and refrigerate 2–8 hours. 7. Remove from fridge, sprinkle with chocolate shavings, and serve.
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