Beyond communication: Achieving the optimal “social media mix”
Much of my job entails helping some of the smartest folks in the PR industry navigate the new communication climate. Recently, I’ve taken a step back to dissect the traditional communication toolkit and analyze how the digital realm is really impacting what the traditional communication professional does.
The good news is that what we do for clients hasn’t changed. We are still charged with getting the best message to the target audience at the most appropriate time using the most effective means possible. This latter element, “the most effective means possible” is what’s changing.
Here is a really simple schematic I’m using as I communicate how the standard PR approach is changing:
Communication is at the core of our business. This encompasses what we traditionally think of as PR and marketing communications. Conversation and community are nothing new. Developments in technology, and more specifically, the ability to produce and share content, and connect across geographies, open new opportunities for conversation and community. Based on this model, an organization can identify the optimal “social media mix”.
This was influenced by a posting I read a while back on Andy Lark’s blog. Andy wrote:
“PR continues its rapid evolution from transmission of content to igniting conversations.”
This encapsulates so much of what we’re doing in modern PR. True public relations is about establishing rapport and developing a dialogue with the community. Interactive, digital and social media allow us to operate on a more integrated basis that includes mainstream media but also engages people in an authentic manner based on a common point of passion or enthusiasm. It’s human nature. Isn’t that really what it’s all about?
Technorati Tags: social media, PR
September 20th, 2006 at 1:12 pm
[...] My post from last week (Beyond communication: Achieving an optimal social media mix) identified the elements that I think need to be further represented in the new standard. Actually, I think there is not a single mold. Content needs to be packaged in a relevant format based on the audience. Why are they seeking out the information? How does it fit into a larger, more contextual experience? How can we engage people to become part of the conversation? [...]
December 12th, 2006 at 3:27 pm
[...] As I’ve written before, blogging falls into the social media mix which includes communication, conversation and community. Blogging creates incredible opportunities, but those opportunities need to be fostered. [...]
May 14th, 2007 at 6:25 pm
People want to know what is happening to their own segmented life. Social media is communication, writing through a story and conversation, which is a feature article in publications. Community news papers write to a segmented audience, as blogs do on line.
In the corporate world, trade shows, summit meetings, stock holder meetings, etc., are working on a past way of being. Today, internet savy people read by a greater reach throughout the world. What is happening in England can affect the financial world in the US, and reading ahead of the “headlines” before the news breaks through the various parts of this country, can be “digested” without a major consumption of facts.
What has been being “done” is finally being seen as a viable means today by all business. Direct and interactive marketing, builds a blog, and it becomes a viable readership with devoted “fans.”
May 23rd, 2007 at 11:11 pm
[...] In order to excel in this new environment, you need to be a known and credible resource. PR people in particular are typically well suited for social media if they can get past the concept of packaging information in traditional formats. We use the social media mix to make it work. PR professionals have access to the subject matter experts that can offer unique and informative points of view. We also have access to the facts, research and materials that can provide greater context. Based on my experience, if people know you can deliver and help them enhance their content, you’re going to do well. [...]