When you think of online social media, do you think of it simply as a way to reach people with your organization’s message more efficiently? If so, I think you’re missing the point of the power of new media. David Reich writes today about PR in the social-media space:
Marketers or their PR people who participate in social media to blatantly push a product, a service or a point of view without providing useful and honest content will get ignored over time. They may grab some people at first, but I think if they are continuously and blatantly self-serving, many people will tire of them. They’ll eventually slide into a black hole where they’ll still be there, but no one will be paying them any heed.
Too many PR people concentrate on the “public” and forget about the “relations.” Social media turns traditional PR on its head precisely because it’s less about public communications, and more about one-on-one relationships. Those small relationships can coalesce around common interests, and lead to a group dynamic. But they are not the starting point. Instead of thinking of social-media as a new way to reach people, think of social media as a new way for people to reach you. Use online tools as a way to put yourself and your organization out there, and be patient enough for people to find you.
(David’s jumping-off point is a wonderful post from Tamera Kremer about how PR people are misunderstanding — and misusing — social media tools.)
You’re so right, David — it’s about relations. And I’ve had some people find me through social media, where I’ve picked up some business. But I wasn’t reaching out — they found me.