Comments on: PRaise for PR? http://navigatecommunications.com/2006/06/22/praise-for-pr/ navigating the new communication climate Fri, 21 Nov 2008 16:40:53 +0000 http://wordpress.org/?v=2.6 By: David Jones http://navigatecommunications.com/2006/06/22/praise-for-pr/#comment-7 David Jones Sat, 24 Jun 2006 00:02:09 +0000 http://navigatecommunications.com/?p=24#comment-7 Well put, David. It's such a new world for so many and clients will be looking for agency partners who seem to know what they're doing. The problem in the social media space is that "seeming to know" is not good enough for your clients. As High Road found out, a little gaffe can get amplified by other bloggers who are quick to jump on any one who seems to be claiming expertise. They are a good shop and trusted by their clients. I have no doubt that they are well equipped to operate effectively in the social media space. But this should be a lesson to all firms looking to brand their epxertise. If I were counseling clients on selecting a firm to work with, I'd insist that they work with a firm that has demonstrated credentials in developing social media strategies and deploying tactics either for other clients, but most importantly for themselves. Your own blog or podcast is a living case study to your prowess and expertise in the social media space. There is no subsitute for the experience you get actually creating your own blog and building up your readership in an organic way. How about a podcast? Recording some digital audio is just the beginning. Libsyn, iTunes, Podcast Alley, Yahoo Podcasts, Podzinger, show notes, a podcast blog, Feedburner, etc. need to be put into action too. Learning those tools and their benefits comes with actual hands-on experience. I wouldn't ask the guy reading Road & Track on the subway to fix my car, why would I trust an agency who throughs around all the right terms and acronyms with my brand in the online space? Well put, David. It’s such a new world for so many and clients will be looking for agency partners who seem to know what they’re doing. The problem in the social media space is that “seeming to know” is not good enough for your clients. As High Road found out, a little gaffe can get amplified by other bloggers who are quick to jump on any one who seems to be claiming expertise. They are a good shop and trusted by their clients. I have no doubt that they are well equipped to operate effectively in the social media space.

But this should be a lesson to all firms looking to brand their epxertise. If I were counseling clients on selecting a firm to work with, I’d insist that they work with a firm that has demonstrated credentials in developing social media strategies and deploying tactics either for other clients, but most importantly for themselves. Your own blog or podcast is a living case study to your prowess and expertise in the social media space.

There is no subsitute for the experience you get actually creating your own blog and building up your readership in an organic way. How about a podcast? Recording some digital audio is just the beginning. Libsyn, iTunes, Podcast Alley, Yahoo Podcasts, Podzinger, show notes, a podcast blog, Feedburner, etc. need to be put into action too. Learning those tools and their benefits comes with actual hands-on experience.

I wouldn’t ask the guy reading Road & Track on the subway to fix my car, why would I trust an agency who throughs around all the right terms and acronyms with my brand in the online space?

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