Dec 17, 2010
Social Networking: Who are YOU?
When it comes to the world of social media, most of us seem to fall into 3 camps:
1.Real Worlders: "I hate the whole thing! You won't catch ME using Facebook, Twitter etc. MY colleagues, friends and contacts are in the REAL world. Who wants to have their dirty washing aired in public? It's all ego-driven madness and marketing. Besides, 'Big Brother' may be watching, and I mean he of '1984' - not Channel4!"
3.On-the-Fencers: "I dip in and I dip out. I probably don't spend enough time on social networking, and am possibly out-of-the-loop with the latest options. For now I do as much as possible, but I'm only just keeping my head above water. Social networking's like sleep: Essential, but impossible to delegate..."
SO... Which are YOU? Are you going with the flow or swimming against the tide? When it comes to the business of PR, social networking is ideal for generating 'earnt' rather than 'paid for' endorsement. People love to recommend products and services. It's part of our highly-evolved, hard-wired drive to help others, which has far from disappeared, despite what the cynics say. Wikipedia is a case in point. It's the culmination of 100 million human hours of time - all of which were unpaid.
However some firms perceive a lack of control over social networking, and fear of the worst - a damaged reputation for instance - rather than focussing on the benefits to be reaped. With time though, and further positive case studies, ROAD believes this balance will shift.
Key to successful social networking is insuring content is fresh and interesting, integrating all platforms, monitor feedback constantly, and respond immediately whenever possible. The fact Google recently announced that Facebook and Twitter posts boost a company's ranking in search engines means the only remaining question is: How much longer do sceptics feel they can hold back the waves?