December 18, 2017

Helping PR pros make smarter decisions

You Don’t Own Me (and Other PR Blog Jots)

You Don’t Own Me (and Other PR Blog Jots)
You Don’t Own Me
PR Squared
Generally I find the “who owns social media” discussions and debates relatively pointless. I mean, any part of a company can get involved, why does it even have to be assigned to a specific division? Todd Defren examines the latest debate on the subject. He notes that while any one in the company can contribute in the social media space, there will likely be unforsee complications that could be helped by a little PR. “Regardless of whether “PR takes the lead” or not, it is an unescapable conclusion that these employees will find creative outlets.  If blogging is too much of a time sink, there’s Twitter, Utterz, Seesmic, YouTube.  Mostly, this will be awesome.  It will truly humanize the faceless corporation. But every now and then, one of these employee content creators will screw up: they’ll pass on a corporate secret; or post a libelous comment to a blogger’s harsh expose of their company; or they’ll TwitPic a latter-day Xerox-style photo of their butt-cheeks.  And they’ll get fired and/or the Corporate Clamp-Down will occur, chilling the air for all employee content creators, for a bit.”

Getting Started
Conversation Agent
The getting started in social media question comes up again and again, with varying responses. This is a particularly good one from Valeria Maltoni, who examines how companies can start to “dip their toes” in the murky online waters. She lays out several steps to take, which all come back to the drum I and other social media types attempt to beat: you’ve got to listen to the conversation before you join. “While you monitor coverage of your company, begin adding listening to the conversation to it. Truly paying attention to the sentiments, issues, opinions, and kind of talk that goes on out there about your company or your industry. Get comfortable with hearing what is being said. If people are not talking about you, it may mean a number of things. They may not know about you, they may associate you with a brand or a story that does not meet their needs in perception, etc.”

Social Media Marketing from Podcamp
Doug Haslam
One of the better PodCamp Boston 3 sessions I attended this weekend was on social media marketing. It featured Doug Haslam of SHIFT, Adam Broitman of Morpheus Media, Greg Verdino of crayon, and Philip Robertson of ooVoo. Doug summarizes the discussion, with links to the livestream. The discussion delved a bit into the “who owns it?” area once again. “Other bits raised: Who is responsible for social media conversations (perhaps that depends on the organizations’ goals)? Who is doing social media right (I favored some smaller software builders and their quick-response habits on Twitters as great examples for all companies)? How can companies make their news stream interactive- or social (yes, we talked about the Social Media Press Release)? How do we best serve “lazy bloggers (I brought up the old “rip and read news” as an analogy)?”

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