Power to the People? Social Media and Public Relations

Here’s an interesting story about how social media is making it harder from companies (BP, in this case) to do damage control. Power to the people!

Or is it? Previous examples such as Exxon Valdez shows that time can heal all wounds when it comes to customer loyalty. And Toyota’s recall actually leveraged social media to rec-establish their image.

But remember the “United Breaks Guitars” YouTube video? I love how their anger was fueled into a great song that generated 8 million views. In the song he sings he argued with United for over a year.

So, short-term or long-term, social media does give power to the people. Use it wisely, friends.

And good luck, my public relations friends. It is not getting any easier.

What are you trying to say?

(And why are you trying to say it?)

Strategic marketing applies to social media. And there are a couple of concepts about social media that I find intriguing.

• A client felt he shouldn’t delve into social media because his kids used twitter. Now, his kids don’t have the budgt to rent a billboard, but if there were cheaper price points, do you think they might? His kids are using phones and websites, but that’s not stopping his company from using phones and websites. He shouldn’t use twitter the same way his kids do, but that doesn’t mean he shouldn’t use it.
• What are your goals for social media? Just like every other marketing tactic, figure out why you are doing it, and come up with a strategy and metrics.
• The social media landscape is changing quickly, and so should your strategy. You may want to stop twittering before everyone else already has.
• Original thought and original content is king.
• Saying something just to say something is as annoying now as it was before social media.

So, what is it you are trying to say? And why are you trying to say it?

The Importance of Personal Branding

There’s a fabulous article from Wharton on the importance of personal branding and the role of social media.

Clients, family and friends have all heard from me why I think it’s important:

1.) For most people in our evolving society, there is not a clear delineation between family, friends and business. The minute you become friends with a colleague and introduce them to friends outside the office, you’ve started the meld. How many friends or relatives have given you a business or a job lead? How many relatives or friends have you hired? (This also means it’s important to have consistent personal branding. You can’t think that your LinkedIn network won’t see your MySpace page. Be as professional as you need to be everywhere!)

2.) Life isn’t as static or stable as it used to be. My father had two main employers for his career, and now is self-employed. I’ve had multiple employers, and now run my own business. That’s just a shift from one generation to the next. Now look at at the economy. In this economic turmoil, I know several people who’ve had more than one job in the last 12 months, and many more who have struck out on their own as consultants or business owners. Using your combined networks of family, friends, and professional acquaintances is essential. Personal branding helps your family and friends understand who you are professionally. Personal branding helps potential employers or clients understand you more quickly.

The Wharton article brings up some of the fears I hear the most about social media. But some of their concerns are addressed with the new privacy tools added to social media sites. If you are just getting started, expore your privacy options. If you have established accounts, look into it–you may have more options than the last time you adjusted your settings.

However, the professors who address the fears admit that they are using social media. For them, the downside is offset by the benefits.

But don’t take it from me, the marketing executive. Read what the academics have to say.