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I'd love to read the comments later today as more people in the industry get a chance to respond.
*At our site it is exceptionally easy each post prominently displays them.
But what you're saying is predicated on PR firms who formerly did (or still do) "old school" PR. For my company, Egg Marketing & Public Relations, I guess we're small enough that we've always been trying to keep up with how PR is changing. We only know the web.
It's convincing our CLIENTS that that's the way to go!
Good post though, Chris, and I wonder why all of us continue to repeat what you've said and people still don't understand...?
Great post. As a former journalist-turned-social-media-marketer (wow, that's a long hyphenated phrase), I often find myself straddling that journalism/marketing line.
I think this proves the point I've made in the past that we need to think more like journalists (in terms of transparency) and less like hucksters in our jobs. People will see that we're just people trying to promote products and/or services we (hopefully) believe in. And hopefully, they'll listen.
In other words, just be human. Like you say in #8, but be like that in all of your dealings. But that's just me.
What would be nice is if both PR and bloggers could think in the terms of consequences. So for example, the PR person needs to consider the worst case scenario when they pitch, i.e. blogstorm and an upset client. That thought along should help them pitch better. Bloggers who name and shame should ask themselves are they actually helping to improve the situation in the future or just venting useless steam?
I'd also like to tell you that some of us are really trying to do it right and ask for your feedback on the approach that PN is advocating to all our account handlers http://tinyurl.com/5wg2gd
When I have a CMO, Marketing VP or the like, ask about the social media space and how their company can get involved it is rare that they have actually tried it out at a personal level.
Like you said, be a human first, it will let you learn the rules and etiquette before you try with your business.
Whats hard for us agency types is the transition between "old school" marketing strategy, where ideas and plans were what was sold to the client; and today, where in social media, participation is the product. Its all new to us, but well get there.
The answers are in your points above - be human; read your target's stuff; build a relationship before you pitch; get all your ducks in a row before you begin the convo; stop thinking like PR people and think like communicators.
This is an ongoing topic that has been complicated by folks that complicate things - untrained, unprofessional, un-read PR people. It's not rocket science by any means.
As Bill Clinton said, or sounding like something Bill said, "It's about the people stupid."
You're spot-on with your blog monitoring suggestions, too - that's an excellent way for PR folks, whether in agencies or in corporations, to dip their toes into the social media waters with very little risk.
I'll add an extra point to your list: Remember that blogger relations is just one part of online PR and marketing. It's very easy to forget about other online tactics.
Thanks Chris.
"I’m tired of adjectives. Your new website isn’t innovative. The word doesn’t mean anything to me any more. Further, let me decide if it’s innovative."
Couldn't agree more with this statement and just said that exact phrase to a new hire yesterday (though I used the word "revolutionary" vs. innovative) - now, if only our clients would get it!
In the spirit of helping to add something to the list, another bullet I would like to see is that social media engagement isn't an activity you can throw money at.
The budgets are small for the actual platforms and collateral; podcasts are cheap, blogs are cheap, commenting on other peoples' blogs is free. The investment comes in the form of the time it takes to participate and the enthusiasm to care more about actually learning than you do about looking cool.
Oh, and another thing:
We're all busy -- blog anyway.
When expectations aren't properly managed out of the gate you end up with a lot of emails blindly pitching you stuff that's not relevant, all fueled by an unreachable performance goal. Many of your points are crucial to those difficult conversations.
Totally with you on the managing client expectations. As an agency, many of our client do have unrealistic expectations when it comes to social media. It is on us to be frank and let them know that creating a company Facebook page is not going to blow up their Web traffic, and that putting a promo video on YouTube is not a "viral video" that is going to take the Web by storm. Good points...
I just want to add to what Don Martelli said above--the pressure from clients and top brass is incredible. In my industry--publishing--the PR folk who understand these things are generally younger, and it can be difficult to get these messages through to people who are inexperienced in the web.
This is not to say that there aren't a TON of younger pr people who mess this stuff up, just to point out that often a "compromise" must be struck that leads to less-than-perfect execution (ie, your publishing house lets you Twitter, but not with your real name and you can only tweet about press releases).
Much harder to offend someone with a pitch when you've met and had a conversation. Not impossible, of course...but harder.
For a group that exists primarily as a result of the online world, I'm impressed that the social media community puts such a premium on getting folks together for meet-ups, seminars, happy hours, etc.
Not a silver bullet because geography and time and budgets are what they are, but should be considered a desirable piece of the puzzle.
I couldn't agree more that you must be human. I was checking out PitchEngine the other day (I was sent an access code to check out the beta version). In order to upload your press release, they ask you to put your contact, Twitter, LinkedIn and Facebook sites.
I was nervous about having someone enter every aspect of my life (since my life revolves around social network sites). But, it's true - if you're not human and you're just a giant email merger, I wouldn't listen to you/me either.
Plus, what great networking to have your audience and clients know more about you without scheduling an expensive lunch over sushi and sake?!
Love it Chris! Keep them coming!
I once more have to say every marketer and pr specialist wanting to find out what all this social media is about should start reading your blog. I'm a bit privilleged, I started blogging before starting to work in MK and PR, so nothing in social media was really new to me.
Yet I still learn new things every day, from a lot of people in way different fields. I'd like to add that getting to know a blogger before you start pitching them is great for both parties. It's easier to address someone you know than a complete stranger whose reactions you cannot really predict.
All the best,
Alina
I've been reading your blog for a while and today's post really resonated with me. Especially the part about being human.
As a former TV reporter, being human helped me get the stories. That's how you develop sources.
As a PR professional, being human helps me make good pitches. And I want to know the people I'm contacting before I send stuff to them. It's not always possible to know everyone, but it's all about doing your homework and being sincere about your work.
Thanks again for this post.
Arguing with people may be appropriate at a one-to-one level, but is not appropriate on a corporate-entity-to-one level. Don't do it. In these cases, it is not about "being right," and if you stay on that tack, you are wrong.
Apologizing means that you are responding to the feelings being expressed - anger, frustration, disappointment, etc. - and is the best and most appropriate response.
I totally agree about being human before profession. It's a more rewarding way of working.
The reason for Chris's points is very simple- but also a very different paradigm. Conversation in social media both one-to-one and one-to-many. I don't believe there has been any other medium where this is the case. Marketers are used to the 'soapbox in the park' approach where you shout out your message and hope it resonates with some passerby. If I am that passerby and you continue to shout at me regardless of whether I appear interested my reaction is going to be negative. in social media I will go further. I may share my negative reaction. There is a big risk in treating people in social media like a market. We're individuals, albeit individuals with a new form of power. That's why Chris' message of simple respect is so critical.
Liked Niel Callanans comment "participation is the product"
As a marketing communications type, what really irks me is, as others have said "Marketing White Noise" all those adjectives and statements that just don't work anymore. Everything is not "amazing/awesome/ground breaking/revolutionary"
Come up with something else for the pitch, I agree.
And I don't understand why #3 needs to be said, but it does. In face to face sales, the salesperson always chit chats with their prospect, getting to know them on a personal level before pitching to them. I've never understood why people have treated their sales pitches differently online.
Yes, companies should adapt to and use social media, but they should remember that behind each online persona we're still humans who want a human connection.
Thanks for bringing up the humanity piece. I know I can only relate to people, not machines that spill out information. Again, this is particularly obvious on Twitter. Anyone who just wants to push stuff, I turn off. This is why word of mouth is so powerful:
http://lamarguerite.wordpress.com/2008/08/06/wo...
You and I must be on the same wavelength. Or maybe it is just something bubbling up in the collective consciousness. Humanity lost as we plunder cyberspace with too many commercial messages.
Condescending. I can see that. Sometimes, things I write come out that way, and that's never my intent.
Should I have to write a post like this? My inbox says yes. My last several conference speaking gigs say yes. The other dozens of comments say yes.
But I'll be wary. By the way, you let me know when you ever see me say I'm anything more than someone with an opinion. I don't even say expert. Just an opinion.
And with that, thanks for your opinion. Truly.
What do I want to tell you?
Well as I said, I am a blogger but not a PR/ mktg person so perhaps you won't think this relevant but since you are so into social media, I am sure you have some insights I can use.
Tell me how to deal with trolls.
They are everywhere. They are abusive. They hide behind cloaks of anonymity. I believe women bloggers get more abuse than male bloggers (many of my western blog readers think I am a guy but most trolls I encounter are from my country of birth - India - where my name is a dead give-away that I am a girl).
Why is this worth asking someone?
I do not like censoring comments. But even if I do not publish a comment, I see it when it is in moderation. The language and the insinuations distress me - even if momentarily.
I am about to launch my professional blog. Trolls are definitely going to be there too.
If I wish to use my professional blog to promote myself, where do I draw the line?
I don't really interact with PR people at all anymore and I am just a tiny cog, so I could be way off base.
However, sometimes I think PR people (and others) try to "figure out" social media instead of just doing social media... Meaning they try to come at it from a corporate (benefits only) angle rather than a human (hey-how can I help you) angle.
If someone contacts me seeking only benefits I am most likely to hit delete or move on. Talk to me like a new acquaintance or friend (or at least know my name) and I will go to great lengths to assist.
Keep up the great work!
I was introduced to your work by some mutual friends - @gregcangialosi, @shashib, @technotheory, etc... Your posts that I have read have been useful and educational. I appreciate that you take the time to share your thoughts. For someone (me) who is trying to make Social Media an everyday part of life within their own organization -- all the help (which you dole out for free) we get is great.
Keep on keeping on.
I could easily say that you are spouting a ton of common sense, but you say it in your own personal way, and any points we heard before bear repeating- repeatedly.
A quick thought from me?
1. The relationship/human thing= a new focus on things we should have been doing all along. R.I.P. mail meres for press releases (I hope).
2. Everything happens in public now-- this speaks to your "screwing up" and "apologizing" fast scenarios. The online world is becoming one gi-normous first draft which, aside from feeding some of my worst habits, is creating an interesting hybrid (hooray I didn't say "mashup") of collaboration and transparency (ok, points off for that word).
Carry on, Mr. Brogan.
Thanks for sharing!
Having started at Zing PR as an online Pr account manager over a year ago I've seen a massive change in clients attitudes to social media.
My initial job was to show clients the potential of social media (and that is wasn't scary, only different) and after some cool successes,I think that part is done.
Now, I find more often I find myself having to hold the client back a little when it comes to social media strategies. What might have worked for one campaign and one client may not be suitable for theirs...and sometimes this becomes the harder sell.
Now that I think clients are coming round to the idea and embracing social media, I think it's more important then ever for agencies and marketing professionals to be discerning and considered about your SMO approach.
A simple cut and paste job will not cut it and can often result in lesser than expected returns for the client.
Keep things focused, relevant, targeted and meaningful as sometimes, a newly created Facebook group about your 'Awesome' new drain cleaner just isn't appropriate.
John P. Kreiss
President & CEO
MorganSullivan, Inc.
jpkreiss@morgansullivan.com
www.morgansullivan.com
I think at this point *everyone* (and I do mean everyone, from your
dumbest redneck, to your most materialistic soccer mom) has developed
a "marketing bullshit detector" that screens out their retarded
noises, and yet they continue to make said noises at us, seemingly
oblivious to the fact that they're insulting the very people that
they're trying to win over to their viewpoint. Everyone is aware of
it but them, or so it seems. Why don't they get it? What the f*** is
wrong with them?