Robert Scoble recently Let me answer this for you.
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I know he wasn't serious about it becoming the next template for a press release, but what he is saying is loud and clear, and you should pay attention. Reading between the lines, "I get too many emails. I can not respond to most of them. Find a way to stand out. Be creative and reach me in a way that appeals to me. Oh, and give me another reason to love my iPhone."
On each profile in Facebook, there is a "wall" for people to leave comments, questions, recommendations, and also share media with each member, which is not unlike the comments section in Myspace. Each addition is visible to anyone and everyone.
With a little imagination, you can envision how the new generation of social presence applications and social networks appeal to marketers and PR. If you can read it above, there are two quick pitches made on Robert's wall. If not, click for a larger view.
Now that Facebook is open to everyone, as well as all of the latest social applications, it's very easy to join and find the people that matter to you and your company, wherever they may congregate.
The first problem is that we as PR people (generally speaking), don't understand what it is we represent and why it is important and also unique to specific people. The second problem is that we speak in messages and assume that one message covers all the bases. The next issue is that we view journalists and customers as an audience speaking "at" them and ignoring (or forgetting) that audiences are comprised of different groups of people from a variety of horizontal and vertical groups. Finally, we use antiquated tools that broadcast the afore mentioned problems to the masses with little regard for the recipient's wants and needs.
It's the difference between spam and information - and it's a fine line.
The price of admission is respect, listening, and transparency. This is about relationships. And remember, this isn't the one and only time you may need to reach certain people. So take the time to do this the right way.
Here's my top 10 list of what to do whether targeting people through social or traditional media:
2. Humanize the story. Personalize the story. One version no longer cuts it.
4. Read and/or watch their work.
6. Monitor the vibe and how people share information within their communities. Learn the dynamics and the rules of engagement. Listen. Learn. Respect.
8. Use a variety of approaches, but without spamming!
10. Repeat the previous steps as you move across the disparate groups of people you need to reach. This is how to do PR with across the bell curve of customer adoption and in the long tail.
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Is Facebook the New Press Release?
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