The majority of PR folks increasing engagement in social media are seeing budgets stem from overall marketing departments. While I still believe PR is in the best position to handle social media interaction, we mustn’t forget one crucial element of our “traditional” work – the role of the editor.
A byproduct of traditional media relations was that reporters would cover key insights within company news, and jettison the marketing language that delivered the info. Reporters don’t use language like “leading,” “content optimization” and other jargon that marketing departments might consider standard fare for company news.
With the broad shift to social media conversations, it’s possible to lose that third-party editor that kept your content honest. Consider the following:
Social media affords brands a direct link to customers that was previously championed by third-party news outlets. They had a vested interest in sharing the most accurate information, because over time that would sustain their brand’s value. However, with a shift from third-party media to first-person media, companies must assume that editorial responsibility for themselves.
So take an honest look at the content you provide, and see if the language you use on social media channels matches the actual conversations your customers are having. If not, you might end up speaking in a language only your marketing department can understand.
(Photo courtesy GapingVoid)
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This kind of goes along with another recent story: Press Release vs. News Release. The filter/gatekeeper no longer is there. It’s a news release. It’s news. It’s more frequently a direct-to-consumer product.
This is an excellent piece of insight and instruction. Having someone who oversees content production and social media engagement helps to streamline and homogenise the output and keep the message clear and on topic.
@Brian Great point. The release gets into a very big gray area as its value is diminishing with availability of online channels, as well as the value in ongoing convos versus spikes in announcements. Would love to get more involved in that convo.
@Marketing Good way to put it. Like a PR ombudsman?
Such a great point Matt. I can’t tell you how many press releases I’ve seen that are 80% jargon – it’s usually the PR practitioner who has to decode the release for the journalist so they can write an article that speaks to the public. I think companies trying to engage in social media should remember that it’s SOCIAL media – it’s informal and friendly, and that’s what their tone should be. It’s alright to joke around and have conversations – not everything has to be product launches and company announcements. When companies start to embrace this approach (Zappos is a great example) customers and the audience will respond positively.