PR Still Out of Sync with Social Media

A recent post by prominent blogger Robert Scoble – who among other things is a columnist at Fast Company – serves as (yet another) plea to the PR industry to stop “bad pitches.” Scoble complains  in his post that his efforts to push back on unwanted and/or misdirected pitches sparked a backlash of criticism from PR pundits and staffers alike. His point – instead of listening and learning too many PR staffers vilify the critics and stubbornly go on their merry way like it’s 1999.

Unfortunately, I’ve seem plenty of evidence first hand that supports Scoble’s unflattering assessment. Recently I witnessed so-called social media experts at one firm suggest they intended to pitch to a variety of influential bloggers… just because they were influential. No matter that they had no real news, that the pitch (as it was) had no topical connection at all to these bloggers or that the company had established no relationship whatsoever with these bloggers. One can imagine the reaction this would have generated with the recipients. Some agencies seem unable even to reassess the relevance and value of their services, still promoting bulk coverage in traditional media as the ultimate measure of communication success. I’m not honestly sure why the industry continues to demonstrate this blind spot around social media and continue to push blunt,  mass pitching. Perhaps it’s due to the fact much of the dirty work in agencies is still done by the most inexperienced (and inexpensive) staff. Maybe it’s the pressure to product results – no matter what they are. Whatever the cause, until agencies overhaul their tactics and respond to the complaints they will continue to turn influential pundits like Scoble into critics rather than advocates. Worse, they will push existing and potential employees out of the PR business.

Social Media – Use With Caution…But Don’t Avoid It

The latest polemic about the perils of on-line communication – in this case the unfortunate Twitter comments by a Ketchum executive – provides more fodder for those who fear to tread in social media. Check out the summary of the developments on this AdAge post.  Certainly, there  is a lesson here (if we needed another one) that what you post on-line - no matter where it is or how innocuous it appears – can rapidly spark a domino effect of unintentional consequences. In this case, the Twitter post (with unflattering comments about Memphis) was discovered by FedEx employees, who in turn turned up the volume by sending their response to a broad swatch of FedEx executives. Once the executive was identified (he was in Memphis to present to FedEx as a social media expert) Ketchum was forced to do some predictable mea culpas.   

But I tend to agree with this AdAge columnist that the original tweet wasn’t much of a smoking gun, and that the tension increased largely because of the agency-client dynamic. So if there is a secondary lesson it’s that when you post on your own behalf – even through an alias on Twitter – you always need to consider how the content will reflect on your role as a PR professional, or agency representative. The line between personal and professional is nebulous and quickly forgotten when comments are lifted out of context or – as in this case – the content straddles the line.

Already, this small dust up is being leveraged by those who like to focus on the risks and uncertainties of social media. The incident has been mentioned to me several times within the context of “see what can happen…” with the unspoken suggestion that it may be better to avoid the whole messy thing altogether.  Few would deny the dynamics of social media – the global reach, the permanent legacy, the nasty vitriol, the shifting etiquette – require caution and thought. But the fact a pseudo scandal can spread quickly and unpredictably is no reason to avoid the Web.

TV is not Dead

Analysis of the TV viewership of the Olympics in the U.S. seems to reaffirm that television retains a prominent role in major global events. The stats, as per this article in US Today, appear fairly robust given all the distractions available to people seeking information or entertainment. But the real story here is the growth of coverage and viewership on-line. Millions tuned in to websites and blogs to watch the competitions (live and replays), peak at results or comment on the drama. The same pattern seemed to hold true for the recent political conventions in the U.S. – huge numbers for the keynote speeches but plenty of traffic and chatter online before, during and after. And the online political fundraising continues to be strong.

One conclusion to these developments is that network (or cable) TV is far from dead, particularly when it comes to seminal, high-profile events. But the other is that the Web has become a critical complement for coverage on major events, offering an array of advantages and options that are much richer than television. That lesson – that it’s often not one or the other but probably a mix - is valuable for PR professionals, who can sometimes ride bandwagons and be dogmatic and impulsive about the next big tactic – or as my friend calls it the “shiny new thing.”

Finding Social Media Talent Like Needle in Haystack

Over the past few months, I’ve been involved in a few corporate job searches (including some for my own team) that require talented communicators who have experience with social media. Should be easy, right? This is one of the most important trends impacting marketing and communication in years and has fueled endless hype and soul-searching in several professions. But not so fast. The reality – from my humble observation as a hiring manager in communications – is that there are very few professionals who can legitimately claim to understand both PR and social media. Part of the reason for this is few companies are actually involved in social media (recent reports suggest only 15% of Fortune 500 companies have blogs), so the number of professionals with hands-on experience in the field is still very limited. What does exist – based on the resumes I’m getting – is a range of highly specialized workers who aren’t necessary appropriate for a Web 2.0 communication gig: web designers and architects; IT experts who understand the technology but not the strategy; technical writers; renegade bloggers; old-school communication experts; and, intranet or Web writers. Very rarely will you find somebody with skills and experience that cross across the technical, practical and strategic sides of the equation.

Most of the folk I have found with this rare mix are in agencies, who seem much further ahead than their corporate cousins on this topic. This is probably as it should be - PR and specialized agencies should be on the cutting-edge after all. And I’ve had great experience with importing agency talent into a corporate gig. But no matter who I hire, the sad reality is that there are still few professionals who have the experience and aptitude to help companies navigate into social media. I’m hoping that changes over the coming years.

The Maturation of Twitter

Though I’ve dabbled in many areas of social media, I’ve never jumped on with the Twitter bandwagon. To me – and I suspect to others – it remains a fun but essentially trivial fad that is not worth the trouble. But things seem to be changing. Check out this article in the Toronto Star, which suggests Twitter may have reached a tipping point into relevance with timely and critical news updates from recent disasters and political events. As the article puts it, Twitter has become a critical real-time, unmediated, globe-spanning conversation, with everyone a 24-hour news service. Even more than blogs or even social networks, a micro-blog platform like Twitter can provide reach and grass-roots immediacy that easily trumps the major media outlets.

Beyond becoming a news channel, Twitter continues to evolve as a useful networking tool that overlaps across the major players (Facebook, Linkedin.) The best example I’ve seen is several informal user groups in the tech sector and the Twitter updates that have mobilized participants in SXSW in Austin the past couple of years. And as Dell has shown, Twitter can be used as a marketing tool by posting specials and blog links to interested “friends”.

The lesson here is not so much that Twitter is protean and appears to be maturing into a more useful platform, but that it’s a risky game to predict how things will turn out in the Web 2.0 environment.

The Persistent Social Media Gap

I attended an industry event this week that reinforced that a massive gap in awareness, understanding and adoption of social media persists in the communication industry. I don’t claim my event was a representative sample – the participants were from 8 of the major corporations in the New England region – but I suspect the outcome would be replicated in most other regions of North America. Here were the highlights:

• Most participants are still trying to figure out the terminology, mechanics and possibilities of social media…hence their attendance at this event
• Excluding my situation…one of the groups had established an external blog (that didn’t allow comments or questions) and a couple of others were considering internal blogs. Only one company had what could be considered a full menu of social media applications – blogs, collaboration wikis, etc.
• Virtually all participants claimed the executives in their companies were hesitant and uninformed about Web 2.0, and the communication folks said they were struggling with how to explain and justify the benefits of social media
• The battle to retain control over the communication process – which I would argue is an illusiory and counter-productive exercise – is alive and well in the profession: a couple of the participants professed to be concerned they could no longer “control the message” and were not willing to take the chance of negative comments
• There was much angst about managing the risks related to engaging in social media, though those were never clearly laid out beyond mention of potential disclosure issues or lawsuits. I heard much less about the merits and potential benefits of engaging in conversations, addressing customers directly and driving more transparency and credibility.
• Surprisingly, the biggest internal barrier to engaging in social media was not the Legal departments, but the IT folks…a trend I’ve seen repeated in my career
• The focus of the discussion was on basic applications like blogs or wikis…and very little discussion of the wide range of marketing forays in social media

What’s the lesson here? Clearly, social media is still a work in progress for many in the communication industry. Those that are involved are typically way ahead of the others, and the gap does not appear to be closing. There is a lot of focus on clearly defining the purpose of engaging in social media - which I endorse – but also much debate and distraction on the obstacles and potential risks. Many companies have figured out solutions to the arguments typically raised by opponents or laggards, and most of it is really just common sense. The challenges of getting executives and CTOs on side is clearly a problem, but it’s also an opportunity: Who wouldn’t want to be in a position to be the expert and driving force on the most important communication trend of the past decade? If IT, the CEO or even marketing are wondering what to do, why not the PR or communication leader? Isn’t this what communication professionals have been asking for: a seat at the table?  

The Downfall of Blogs?

Read an interesting post by my fellow Canadian at Buzz Canuck that does a good job of capturing the paradox that as online blog quantity grows blog quality appears to be going downhill. It does seem increasingly difficult to find good blogs that contribute original, insightful commentary rather than diatribes or just a digest from the usual aggregators. But another point that hit home for me, as a blogger, is the ongoing challenge to keep posts current, relevant and fresh. Like many others, I’ve cut down on the number of posts I write but strive to pack more punch (nutrition?) when I do post. That’s not always easy. I have as much trouble as anybody finding the time to write, let alone the content. And I probably don’t do a good enough job of engaging in conversations with fellow bloggers (commenting on their sites) rather than just using their posts as thought starters. But despite the warts, the blogosphere remains a vital part of my personal and professional development. The greatest value for me is that it forces me to listen, learn and think.

Tips for (Internal) Corporate Blogs

My former colleague and fellow Canadian Joe Thornley shared his “do’s and don’ts” for corporate blogs in a recent post, and they provide a very good checklist for any potential company bloggers out there. Since my focus these days in on internal communications, I reviewed the list with an employee audience in mind and – no real surprise – many of the rules still apply. Take a look.

 Do’s 

Listen first -Probably the most relevant tip with regard to internal corporate blogs. Unfortunately, I see a real tendency to want to harness this new channel to push yet more messages to employees. This is the area I will be focusing my efforts in my own company before single post is written. I also intend to increase the ways we can actually “listen” to the workforce beyond rare, formal surveys and polls. Or else, we’re talking to ourselves.

Write about things you are passionate about -Again, this is not the first instinct of many executives when they begin to write for an internal blog. The default is usually to write about corporate news or priorities, and you’re lucky if the folks writing feel strongly about these fairly prosaic issues. It’s also a tough sell to convince executives (or internal experts) to inject their personality into their posts, not just their expertise.

Give without asking for a return -See above…not a normal reaction for executives steeped in discussions of ROI and driving engagement. The challenge is to convince them these things will come, but if and only if they provide something of value to employees through the blog and folks decide to join the conversation. It’s also important to note that a blog will quickly uncover anything that is not genuine or authentic, so any concern for the employee had better be real.

Keep it positive - This may be easier to do in an internal context. In fact, the challenge may be reversed in a corporate setting, working to avoid sugar-coating problems or dancing around unpleasant facts through corporate hype or fluff. There may already be too much positive communication in most corporate settings – and some of it is likely somewhat fabricated or embellished.

Be patient and persistent - No argument here. It takes time to build an audience, to find a voice and to foster a real, vibrant conversation. This holds true for an internal blog even though in theory the employees are a ”captive” audience. Provide relevant and valuable information and allow robust, candid commentary…and they will come.

Dont’s 

Don’t use a ghostwriter -I am a strong advocate that internal authors should essentially write their own posts – even the CEO. Though it’s OK in some circumstances to help them out or do some light editing, they should provide most of the copy in their own voice. Without authenticity, the impact of the blog will be severely limited. This is a tough one for many executives used to plenty of hand-holding and direction in the development of their speeches and memos.

Don’t fake it -I make the case with my peers that to be credible an internal blog must be timely, transparent and candid. As Joe notes, blog readers can be ruthless and unforgiving at the mere hint of a cover-up or lie. Though the criticisms may not be as overt in an internal blog, lack of credibility will quickly corrode the relevance of the blog.

Don’t give up -May not be as relevant for an internal blog, but valuable advice nevertheless. This is not a short-term process with immediate rewards. Like many good things in life, it takes time to develop a good internal blog. After all, this is about building new relationships across levels, locations and communities. That’s not something that can happen overnight – particularly in companies without a tradition of internal conversation.

The Hidden (and Ugly) Side of Search Technology

This postby Steve Rubel on the proliferation of SEO consultants with dubious tactics (and intentions) is just the latest cry of alarm about this ugly trend. It should be no surprise, of course, that some will promote/sell ways to jack the system to make organizations (or individuals) look better in search results – either by burying negative on-line mentions, generating a lot of fluff and/or driving the popularity of positive mentions. There is certainly merit in proactively trying to get positive corporate or personal content near the top of the ladder – in fact more companies should be doing this as per of their ongoing PR efforts - but problems occur when this is the only purpose of the SEO efforts. And there is a difference between adjusting copy in a press release to get the right words (or tags) featured in a search and generating empty content or fake traffic just to alter the search returns. As Rubel suggests, SEO rankings should be a by-product of engaging in on-line conversation, not an end in itself.  Hopefully PR and marketing professionals just becoming familiar with social media will steer clear of the snake oil salesmen and focus on doing the right thing – driving credible and transparent conversations.  

More Blurring of Lines

This recent post by Steve Rubel is just the latest account of the blurring of traditional lines between advertising agencies, consulting firms, PR agencies, design shops and virtually any other organization involved in digital media and content. Steve’s post suggests we may have put the old media companies out to pasture too soon, since according to Booz Allen they are gradually beginning to offer some of the services and talents traditionally offered by ad agencies – such as media buying and even “idea generation”…what George Bush might call strategery. Witness another example in my own little world from the past week. Part of my new gig is rebuilding my company’s intranet, so I’m looking for everything from strategic counsel to design help and social media expertise (we’ll be including a blog and collaboration tools.) Where to go for help? Well, it could include one or all of the following: big PR agency, intranet design firm, local production house, social media boutique in a PR agency, local ad agency, event marketing agency, big HR consulting firm, small IT consulting firm, internal communications agency…and assorted freelancers and one-trick ponies. Everybody is encroaching into everybody’s else turf. Of course, not all of these attempts at diversification are credible or robust, but they definitely define a real trend. So… who will I get help from? I’m still not sure, but one thing I’ve learned is that people who have real chops in social media are few and far between, so in that case I’ll go to the team I used in a previous life that has actually built blogs and gone through the online wars. In this fast moving world, there is still no substitute for expertise and experience.