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ON THE MOVE MICHAEL BAKER INTERNATIONAL CONTINUES GROWTH PLAN FOR SOUTHERN CALIFORNIA OPERATIONS WITH NEW OFFICE EXECUTIVES IN SANTA ANA AND SAN DIEGO: BOB SCHLESINGER AND TRUDI LIM PROMOTED TO OFFICE EXECUTIVES IN SANTA ANA AND SAN DIEGO, RESPECTIVELY Michael Baker International , a global leader in engineering, planning, and consulting services, announced two promotions in Southern California to help strengthen the firm’s West Region. Bob Schlesinger, senior vice president, has been promoted to office executive for the firm’s Santa Ana, California, office, and Trudi Lim, vice president, has been promoted to office executive in the firm’s San Diego, California, office. “The infrastructure challenges facing California present opportunities to expand all of our practice areas. We will continue to provide our clients with solutions to assist in overcoming their most complex challenges,” said Michael Conaboy, P.E., senior vice president and regional director for Michael Baker International’s West Region. “Michael Baker International has made a strategic goal to support growth opportunities in the West Region. Bob and Trudi have been invaluable assets to the firm and our efforts in the region, and I am confident that their expertise and deep professional networks will lead to success in their new roles as we expand our presence in Southern California.” Schlesinger brings proven experience and

demonstrated leadership to his new role as office executive in Santa Ana, California, where he is responsible for leading the full range of Michael Baker International’s expertise to the region in support of driving growth and enhancing client care for the firm’s Santa Ana, Los Angeles, Long Beach, Camarillo, and Seattle, Washington offices. Most recently, Schlesinger served as the office executive for Michael Baker International’s San Diego operations. He joined Michael Baker International after 29 years of active duty service in the United States Navy Civil Engineer Corps, where his final tour was as the commanding officer. Schlesinger has experience leading engineering and facilities management organizations and directing complex design and construction programs. With a proven record of achieving high productivity and efficiency, his experience includes program management, resource management, contracting, client relations, and staff development. He is a registered professional engineer in the states of Washington and Rhode Island, and is a LEED accredited professional. In her new position as office executive in San Diego, California, Lim is responsible for the growth and operational excellence of Michael Baker International’s San Diego, California, and Carlsbad, California, offices. She has been with Michael Baker International for 14 years and brings experience in the design

and management of civil engineering projects for both the public and private sectors. Previously for Michael Baker International, Lim served as the San Diego Land Development department manager, where her responsibilities included the supervision of project managers, engineers, design and drafting personnel, and project coordination staff. Her expertise also includes entitlement processes, preparing civil engineering studies and improvement plans and construction coordination. Lim is a registered professional engineer in California and is a LEED accredited professional. Michael Baker International is a leading provider of engineering and consulting services, including design, planning, architectural, environmental, construction, and program management. The company provides its comprehensive range of services and solutions to support United States federal, state, and municipal governments, foreign allied governments, and a wide range of commercial clients. Michael Baker International is committed to delivering a standard of excellence that fosters a culture of innovation, collaboration and technological advancement to help solve challenges for clients and the company’s more than 3,000 employees in nearly 100 locations across the United States.

CHRISTINA ZWEIG NIEHUES, from page 3

may be the very first thing someone sees when they Google your firm. Be very aware of the quality of images and types of things you are posting on this channel. It’s not just a place to dump fun stuff for the heck of it. ❚ ❚ A random picture of a project with just a caption (the what) is not an effective stand-alone advertisement, and is super out of place on Twitter. Put more than one of those in an album on Facebook titled “Recent Projects,” and you have an effec- tive and totally appropriate marketing tool. ❚ ❚ Don’t share what you ate for lunch on Facebook. It’s just not right! But it’s totally cool on Instagram, especially if you tag the restaurant location and use relevant hashtags (see below). ❚ ❚ LinkedIn and Facebook are great places to announce a new hire. On Twitter it will just get lost in the fray. ❚ ❚ Wrote a cool article? Share it on all social media channels except Instagram. Instagram is for good artful pictures only. Want to share some news? If it’s on Instagram, you better have a good picture to go along with your text. This may seem like a lot of silly rules, but they are important if you want to be seen as relevant and in touch with the rest of your community. If you have any questions, feel free to send me an email anytime and I’ll be happy to help. CHRISTINA ZWEIG NIEHUES is Zweig Group’s director of marketing. Contact her at christinaz@zweiggroup.com.

trying to use the word “fetch” as an adjective in hopes that it will catch on as the next best thing. This same sentiment ap- plies to hashtags. It’s great if you make up your own that will eventually become searchable, but for marketing purposes, you need to be using hashtags that other people are using. The whole point of hashtags is that they are categorical, searchable things. You click on them to see everything that has also used this same hashtag. Hashtags also convey mean- ing, so make sure the ones you use mean what you think they mean. Acronyms can be dangerous, especially on Instagram and Twitter. On that note, hashtag away on Twitter and Ins- tagram, but use them sparingly on LinkedIn and Facebook. “It’s important to make sure you follow the norms of the platform you are speaking on, and most importantly, make sure you are speaking the same language as your clients. For example, if you are in China, you might not want to speak Spanish.” ❚ ❚ A few more specifics: In other industries, companies are now running entire businesses just off Facebook. It’s completely possible. Facebook has excellent SEO. If you don’t have a good website, but have a relatively active Facebook page, it

THE ZWEIG LETTER May 21, 2018, ISSUE 1249

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