Last modified April 16, 2010

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Social Media: Don’t Eat Your Words
They may be filling, but they’re not healthy

In 1995, Newsweek published an article titled, “The Internet? Bah! Hype alert: Why cyberspace isn't, and will never be, nirvana” by astronomer turned author Clifford Stoll. The article appeared in the technology section and can be found in its entirety here (hindsight makes this a really fun read; make the time if you can).

Here are a few predictions from the 15-year-old article to chew on:

Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic. Baloney.

And you can't tote that laptop to the beach. Yet Nicholas Negroponte, director of the MIT Media Lab, predicts that we'll soon buy books and newspapers straight over the Intenet [sic]. Uh, sure.

Then there's cyberbusiness. We're promised instant catalog shopping—just point and click for great deals. We'll order airline tickets over the network, make restaurant reservations and negotiate sales contracts. Stores will become obselete [sic]. So how come my local mall does more business in an afternoon than the entire Internet handles in a month? Even if there were a trustworthy way to send money over the Internet—which there isn't—the network is missing a most essential ingredient of capitalism: salespeople.

Perhaps this quote is most important for the current “fad” visionaries are gobbling up—social media:

"What's missing from this electronic wonderland? Human contact."

Social media has erased what was missing, filling the Internet with nourishing, value-giving relationships. Don’t make the mistake of assuming it will pass. If you’re not engaging in social media, you will be or you perhaps will be like the predictions of Mr. Stoll—full of it.

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PR Industry Expected to Grow 24%
Are you in on this trend?

According to the U.S. Bureau of Labor Statistics, the need for good public relations in an increasingly competitive and global business environment should spur demand for these workers, especially those with specialized knowledge or international experience.

* Employment of public relations specialists is expected to grow 24 percent from 2008 to 2018, much faster than the average for all occupations. Employees who possess additional language capabilities also are in great demand.

More avenues and methods by which companies and organizations can find PR opportunities means ever increasing industry growth:

* The recent emergence of social media in public relations is expected to increase job growth as well. Many public relations firms are expanding their use of these tools, and specialists with skills in them will be needed.

Do you know when it’s right to hire or to contract?

* Employment in public relations firms is expected to grow as firms hire contractors to provide public relations services, rather than support more full-time staff when additional work is needed.

The following is a checklist of what public relations specialists should be able to do for you. Survey your business and think about what important functions and opportunities you may be missing:

Public relations plan
Create and distribute media releases
Calendar of releases
Online pressroom
Media packet
Targeted media lists
Editorials
Letters to the editor
Guest columns
Company, principal or stakeholder profiles
Alerts
Interviews
Track media coverage
Brand development
Social media consultation and facilitation
Investor relations
Internal/employee relations
Video library
B-roll for TV news stories
PSAs for media partners
Informational video
Welcome video for new hires
Community relations
Programs
Event planning and facilitation
Crisis management plan and process
Company spokesperson/contact for media
Media training
Crisis simulation
Consistent, professional newsletters
Live web casts/webinars
Email blasts
Podcasts
Team building opportunities
Blogs
Awards and rewards
Branding kits

*Bureau of Labor Statistics Occupational Outlook Handbook, 2010-11 Edition

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How can you expand your markets?

Every business has some kind of limit on their service or product; some struggle with geographical restrictions, a lack of expertise, or seemingly finite personal energy.

Brand leaders, those that can expand their markets, must ignite an excitement internally and push to encourage it, which drives the brand's growth. Some companies have done an excellent job with this while some have not. First, there has to be a commitment on behalf of the management. Second, the troops must be inspired to exert the required energy to get it done, and third, everyone’s role must be clarified in order to make it happen.

Clear communication tools must be employed, remembering that the expanded state, region, or country may look at things very differently than you do here at home. So before jumping in with both feet, check the temperature of the water by using some focus groups or opinion surveys to gather an understanding of what it will take to navigate the waters. In most cases the water is terrific, if you know how to swim.

Drive focus and commitment to an agreed-upon set of priorities that each is responsible for and for which they will take ownership. Allow them to captain the ship. This requires a lot more than talk, such as defined roles, strict execution, flexibility and adequate resources.

Famous American explorer Daniel Boone once said, "I've never been lost, but I will admit to being confused for several weeks." A clear vision, directed communication strategies and a deep commitment can right the course and lead to your desired destination.

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Customer Service is a Given - What Now?

With the world deeply embedded in the recession and competition fierce, we are reminded that customer service isn't a differentiator as it has been in the past. It is demanded, day-in and day-out, with 24/7 expectation on the part of the customer. If you can't be there for them, someone else will.

So what do we do now? How do we differentiate a business that looks and feels just like everyone else? There are so many brands chasing so few dollars.

Customers are cynical, fickle and expecting the world. Me-too products are abundant, with others making duplicates of your product cheaper, faster and more attractive. Consumer trust has been sullied, often by companies with strong brand names, so where do we go from here?

What will you spend money on? Do you stick with Kraft Macaroni and Cheese or do you now buy the generic brand? What does this say for brand valuation? How brand loyal are you? What will you absolutely not give up no matter how much more it costs?

Brand value is an intangible asset for companies, one that can comprise a percentage of overall worth.

Consumer brand trust has dropped 50% in just under a decade, and the perception of brand quality has declined because the world is evolving; we think "green," we think “natural” and many think just plain “cheap.”

Marketers all around the globe are scratching their heads trying to figure it all out, so make sure to look at this as an opportunity for growth, not a self-defeating prophecy. Instead of hiding from the challenge, take action, tap the brains of others in your organization, get help and get creative about new ways of looking at your markets and your products. Do not be afraid of change, but grasp it as an exciting adventure - hey, we all adapted and wrapped our arms around social media, didn't we?

Do some research with your customers, find out what their needs are, find out what motivates them to buy from you, stay with you, or stop spending all together. The world is changing around us so we must "go with the flow" and keep our fingers in the action.

If you need a motivational push, call me, the cheerleader is working each and every day to improve the lives of our clients and ourselves. I am happy to kick you in the pants to get you moving or encourage action, but just don't stop, inaction will smother you!