Steve Rubel extols the growing social networking scene and suggests that PR professionals will shift from email to that space in time.
“…However, I believe that as more of us in the trade join the massive movement to participate in social networks, big things will happen. Social networks will become the primary theater of operations for PR. It will be where journalists and PR pros to [sic] connect, perhaps sometimes out in the open. Even better, it will be where journalists, consumers and PR pros work together toward a common goal. Journalists are already discussing these topics actively on a new Facebook group that popped up…”
Just what we need – PR pitches in our social networks. While it is true that social networks are full of niche communities, with demographic segments that would make many advertisers, marketers and PR types drool; they are, more often than not, “social” spaces where users embrace the freedom from marketing and PR.
Behavior in social spaces is affected by peer influence more than it is by old-school marketing or PR pitches. If marketers, advertisers or PR professionals want to get attention in this space, then they should work with their clients to provide something of value for its users (i.e. a widget of some sort that responds to specific community interests or needs).
The reality is that today, even with the significant growth in social networking, only a very small percentage of Internet users participate in the platform at this stage. There are over 1 Billion Internet users today. Over 90 percent use email regularly. 24 million Facebook visitors, while impressive, accounts for only 2.4 percent of Internet users. Of course, it is not easy to get yourself in front of any significant number of those 48 million eyes at any time as they are divided into niche networked groups, many only communicating privately with friends or colleagues.
By all means; advertisers, marketers and PR pros should engage in all relevant conversations on all available platforms. But effective communication today requires a multi-channel approach.
Couldn’t agree more Scott. Conversational contributions are extremely valuable, especially when those who take part do so without bias or self promotion. I think that consumers/communities demand integrity and transparency much more today in conversations – and sniff out promotional conversationalists more quickly today.
Man cannot live on widgets alone.
Thanks
Tom
Totally agree on the multi-channel approach. One clarification I’d make though about “PR pitches in our social networks” — value doesn’t always have to be a widget, etc. “Value” could also be adding to a conversation in a meaningful way, just as you can add value to a group discussing “who’s the better team in the NFL” by bringing new stats into the equation. What “bad” PR, marketing, ad people don’t do enough, however, is add value in conversation; instead they try to “impress.” Stick with adding value at every turn and it’s easy to become integral to a social network, etc.
Just my two cents.
Thanks for the post,
Scott