Guest co-host Sarah Wurrey joined Jen Zingsheim to welcome this week’s guest, Nathan Gilliatt, to the Media Bullseye Radio Roundtable. The group discussed how social media requires the breaking down of silos, social media outreach gone wrong, and how the concept of a marketing or PR campaign changes when using web 2.0 tools.
- First, the group looks at how social media is changing communications structures within companies, knocking down existing silos between communications, PR, and customer service. Jen points out that these are the easy silos to cross–what about ones, like legal, that have decidedly different organizational objectives? Nathan points out that with a structured approach, even those silos can be tackled, it just takes longer.
- Second topic for the group is how some companies are perhaps going a bit too far in pushing the creative aspect of using social media–two examples come from Dave Fleet and Silicon Alley Insider. In the case that Dave describes, he questioned the intent of the outreach, and in Silicon Alley’s case, it appears as though they didn’t question enough, accepting a ‘news release’ of a vampire blog joining the Gawker network.
- Third, Shel Holtz and Todd Defren both recently had interesting posts about the difference between a marketing campaign and social media engagement. It’s an important distinction because so much of agency work–both PR and Advertising/marketing–is driven by “campaigns”–set lengths of time wherein goals are set, and hopefully achieved with a beginning, middle, and end. The group looks at how good social media work fits into this picture.