You know that social media has made it when you see so many PR firms and practitioners jumping on the bandwagon with dubious POVs, offerings and initiatives that miss the mark or misunderstand the situation. In the past I’ve written about Ogilvy’s 360 Degree Digital Influence idea and everyone has seen what happens when agencies decided that transparency doesn’t really matter – and now we have Larry Weber publishing “Marketing to the Social Web: How Digital Customer Communities Build Your Business.”
You can almost hear the glove snap as the doctor tells you to bend over . . .
Communicating in the social media world isn’t something that is done “to” an audience; it’s a conversation among groups and individuals that actually have something of value to say.
The other thing that drives me crazy is the Kool-aid sipping devotion people seem to have for the latest and greatest product/site/service. Sure, they may be cool but they’ll all be supplanted by something even later and greater. This can leave the seekers of the new looking like a dog chasing its tail – they may get close and they may even if they catch it; but even if they do, what then?
Maybe it’s a generational thing; but what’s important is to apply new thinking – not simply new platforms or practices – to the process of communications. I’ve been fortunate to have been exposed to some of this new thinking though my involvement and participation in activities at MIT. Things like the New Media Literacies Project point the way to developing a deeper and more sophisticated understanding of communications and of the changing and blurring relationship between content creation and consumption.
As communications professionals, we need to help our clients and colleagues – both internal and external – understand that social media isn’t so much about the technology; but rather about the potential created by the technology. There isn’t some formula or series of switches to be thrown in order to make social media work, and I worry that too many people are out there selling glib solutions to some very complex problems.
[tags]PR, Larry Weber, Ogilvy, Social Media, Communication, Marketing[/tags]