So, there’s a big debate on-going within the international marketing community about who are the right people to run social media campaigns.
Within an organisation there are lots of departments where social media can make a real difference to the way people communicate – with colleagues, with customers, with suppliers, with potential employees and customers… So I don’t think it’s as simple as thinking who should “own” social media – organisations need to think about what they want a campaign to achieve, how it can add value to existing communications campaigns, and then decide who is the best team to run it.
On this very subject, I have been “fired up” by another great post on Spin Sucks by @ginidietrich – she speaks a lot of sense IMO.
This particular post PR Firms Botch 95% of social media campaigns has generated over 100 comments in just two days. Wow – one day maybe I will have a community as engaged as that!!
To summarise, the post is about a book Thank You Economy by Gary Vaynerchuk. In it, he says:
Please, companies, stop hiring PR firms to do your community management. PR is in the push business; they send out press releases and book appearances and work B2B. They’re used to talking to editors, writers, and producers, not the public. They have no idea what’s going on in the trenches, and they’re awkward and shaky when they try to go there. The only reason PR claims they can do it is because they see which way the wind is blowing and it’s not toward them.
Go and read the post and comments – it’s a great way to spend ½ an hour…
@ginidietrich points out that PR is all about building relationships – with a wide range of people that matter to an organisation. Media relations is only a small part of what we do.
I agree wholeheartedly. But let’s not forget that in building relationships with the media we are constantly thinking of ways to make what our clients do relevant to the people the media are targeting.
Only Connect
The first rule of “selling-in a story” is to make the journalist see its value for their readers, whether they are members of the general public, teachers, engineers, doctors, builders, accountants, lawyers – you get the picture.
PRs know how to find the right stories, to communicate the right messages to the people that matter to an organisation. It’s what we do – day in, day out. We “use” journalists, newsletters, events, websites, or email campaigns as our messengers. Now, we can add social media to this list.
Anyone else think PR firms are social media naturals, or do you agree with Gary?
As with anything to do with marketing, it all comes down to business culture, and the impossibility of separating marketing from how the business is run and developed. i.e. marketing shouldn’t be a sticking plaster and any pr and marketing outsiders need to be involved completely in what the business is about. I don’t use an outside agency, but that’s only because I pay attention to what the likes of you and Jag tell me. In short, good post and I’ll look out for the next installment.
Thank you for taking the time to comment Leedsprinter :) I think half the battle is appreciating the contribution marketing and PR can make from the start, rather than as an add-on. Whether you use external experts or manage in-house, the important thing is to have marketing/communications at the heart of your business. Great to see you here – look forward to seeing you again soon!
I am the first one to admit that social shouldn’t be owned by PR … and any other department for that matter. But what KILLS me is, “Please, companies, stop hiring PR firms to do your community management” in a published book aimed at business leaders.
Gary Vee spent some time on the blog, and I appreciate (and respect) that a ton. But he kept saying it was taken out of context. There is no way to take that out of context. It was a recommendation to business leaders by a guy who is EXTREMELY influential.
It hurts my stomach.
Mine too – but hopefully business leaders who understand communication will question the wisdom of this statement. If PR teams aren’t already involved in community management what ARE we doing? As you say, we do so much more than publicity but I think a lot of people still think that’s what PR is all about.
A thousand thank yous for taking the time to come here and comment.