Blogging. Facebook. Twitter. YouTube. Podcasts. LinkedIn. With so many communities on the web, where do you begin? Diving into social media is one of biggest challenges currently facing public relations practitioners. Not only is it an enormous field, but it is also changing constantly.

Helpful hints
1. Give up trying to understand it all.
Even the experts get stumped sometimes. Technology and fads are constantly changing. Friendster and MySpace were once the rage. In a few years, everyone will likely forget Facebook and move onto the newest thing. Unless you are paid to cover technology for a publication, don’t feel pressured to understand and know everything.

2. Find one thing you enjoy (or fits your client/project/organization) and do it well.
Charlie Kondek, director of new media relations, MS&L Digital, recently advised the Council of PR Firms on joining the social media world:

If you haven’t been keeping up, don’t try to catch up all at once. Start small, counsels Kondek. “Put up a Facebook profile and don’t add anything that makes you uncomfortable. Blog about your hobbies, but keep it clean. Use Twitter just to see what the other people in your industry are up to. Then, as you get more comfortable, share.” The return will be a better degree of connection “with colleagues, clients, vendors—and an appropriate level of fun.

3. Just like all other PR functions, research first!
If you work for national security, blogging is likely not the best option for you. Social media is not one-size-fits-all. Research each tactic and figure out what works best for your campaign. Don’t feel pressured to join something because it’s popular or new. Make sure it makes sense for you.

4. Combine social media with traditional PR tactics. Don’t replace them.
Social media is a less intrusive way to reach target audiences or communities. It’s the opposite of “disruptive marketing” as described by Seth Godin. Social media outreach should seamlessly merge with traditional practices. Start slowly and build. Each community has an opinion leader. Think of social media as virtual community relations. This is the first time in history that one-on-one communication can occur on a mass scale.

5. Think strategy over tactics.
It’s easy to get caught up in the tactics of social media. However, each outreach effort should fall under your overall communications strategy. If it doesn’t fit either re-tool or eliminate it. If you’re struggling to wrap your mind around the social media big picture, read Naked Conversations by Robert Scoble and Shel Israel. While the technology is slightly dated (Twitter was still being tested, so blogging was still cutting-edge technology), it captures the goal and strategy behind blogging in the business world.

6. Remember to LISTEN.
Social media is a conversation. There are real people reading your blog posts, tweets, and Facebook updates. Eliminate the press release-speak. Be real and genuine. Spend time listening to the community your reaching and then join the conversation. Listen before you act.

For more details on creating a social media strategy ready Beth Kanter’s post on “Creating Your Organizations’ Social Media Strategy Map.”

Other Resources:
PR 2.0 with Brian Solis
PR Squared with Todd Defren

Cross-posted in Lookout PRSA’s Outlook e-newsletter.

This entry was posted on Sunday, January 25th, 2009 at 11:47 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.