04
2008
The Hard Pill
Change everything. Throw away all that you know. Is it really any wonder that corporate PR and marketing people are struggling to adapt to social media?
The last time media form changed this dramatically was the advent of TV in the 40s and 50s. The movement from one-way communications to two-way conversational media is as drastic. It’s simple in nature, but the change itself, well, it can be quite hard.
Most corporate communicators are trying to adapt a social tactic like blogs. Or enforce old principles from media relations on bloggers or from advertising in social media communities.
This won’t work. It’s like trying to bulwark a levee with scotch tape. True understanding begins by taking a step back and looking at the big picture. Social media is that different and requires a unique strategic approach.
Swallowing the dramatic change in the media landscape requires a leap of faith for many experienced communicators. It’s a hard pill to swallow. Those of us who are experienced need to be patient and take the time to help them bridge the chasm. It’s going to take time.
Martin Ringlein Says:
April 4th, 2008 at 8:37 am
It is more than adapting to social media, it is a fundamental shift in how these departments work and function. Traditional PR and Advertising as a part of Marketing has been a one way conversations (television is very much a one way communication medium — I can’t talk back to the TV); and what they are struggling to grasp is the concept of the “conversational web”. It isn’t about being a a part of social media; having a Twitter, Facebook, Linkedin or Pownce account does nothing for your business (the exposure is relatively small). It is about being a part of the conversation that is important. It is about knowing what conversation you are a part of and how to participate in that conversation.
The Social Media platforms are dying a slow (repeat, very slow — ask anyone gaining more and more annoyance with Twitter spam) death and it is primarily attributed to the misunderstanding of how to be a part of this conversational web. Many “social media experts” will do something silly like utilize the social event sharing sites to post the same event to multiple services. Again, the thinking is exposure … but the misstep is that these services are conversational and the expectation from the audience is a conversation … but the organizer just posts an event up like a flyer on a street poll. They don’t stay to be a part of the conversation and they never come back to take down the flyer … it just sits there and the social web is becoming like a sad tree in a busy New York City street; overwhelmed and dated with the staples of yesterdays post.
This emergence of the social media expert who doesn’t yet understand the conversational space they are in is much like the telemarketers of yesterday. They remain in business and continue to flourish because as annoying as it is the most of us, the sad reality is that every so often someone picks up that phone and actually purchases what they are selling; making it a numbers game. But that keeps the rest of us nervous to pick up a call from an unknown number and annoyed when the family dinner is disrupted with a call to replace my windows.
Social Media is not about exposure, it is not about easily accessing of information .. those are things that are about the web in general. Social Media i about a conversation.
Melanie Phung Says:
April 4th, 2008 at 9:19 am
Martin, I love the comparison to telemarketers. You hit the nail on the head. While the telephone is a wonderfully efficient way of communicating with people (of your choosing, when it’s convenient for you), telemarketers are *interrupting* your life not being a part of it. The feeling you get is that these companies don’t respect your time. PR folks who use social media solely for promotion don’t respect your “space” in the same way. They are interrupting actual conversations that are going on.
Geoff Livingston Says:
April 4th, 2008 at 9:29 am
I think you are right, Martin. Marketers forget that in social worlds they have to participate and become part of a larger whole.
When their offering is community driven and actually serves their constituents things happen. Because there is clear value, and people care when someone or an entity demonstrates back. As Melanie says, spam or telemarketing falls on deaf ears because it is interrupting…
Doug Says:
April 4th, 2008 at 9:57 am
@martin - agree 100%
I would also say in order to have the title “social media expert” it should be mandated that you read The Cluetrain Manifesto.
Markets are conversations. If you are not enabling and contributing to the conversation, you are not part of the market.
Social Media Expert Plauge as seen on MarylandMedia Says:
April 4th, 2008 at 11:39 am
[...] Livingston posted an interesting thought on The Buzz Bin today that got me thinking a bit; well lets admit it, got me ranting a bit. The emergence of this [...]
Doug Dosberg Says:
April 4th, 2008 at 12:44 pm
This is a great topic Geoff!
IMO, I think the majority of contributers in the socialsphere lack interpersonal skills, or at least don’t understand how to communicate on the web. Communicating effectively on the web is a skill, and one that should be highly valued.
Newsvine - The Social Media Expert Plague Says:
April 4th, 2008 at 1:32 pm
JOBMATCHBOX » Blog Archive » Recruiting Social Media Pros Says:
April 4th, 2008 at 7:00 pm
[...] The Hard Pill [...]
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April 6th, 2008 at 8:27 pm
Jim Tobin at Ignite Social Media Says:
April 8th, 2008 at 10:44 am
Thanks for the mention Geoff. And I agree with Martin that this is fundamentally different, and you can’t be conditioned to spit out press releases 40 hours a week and then switch wholesale over into “engaging in conversation.”
Bottom line: It’s really hard to forget everything you know. That’s why we started over at Ignite, because I think it’s too much to ask.
But we’ll see. Either we’re on the forefront of something huge, or we’re in the middle of the latest marketing hoola hoop craze. Time will tell…
~Jim
PR Biz from Spin Thicket Says:
April 9th, 2008 at 3:37 pm
Social Media Chef | Engage in PR Says:
May 11th, 2008 at 3:23 am
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