Addiction is a word that commonly drums up a negative connotation. It is commonly associated with such words as: alcohol, gambling, drugs and other generally unhealthy behavior. However, in this “Web 2.0” age there is a new addiction: The Addiction to Information. Companies that combine their PR and social media efforts to feed this addiction will create large dividends.
Most companies are beginning to realize how to utilize social media; in that they now understand it’s about being PART of the conversation, not CONTROLLING the conversation. Unfortunately, companies are putting the wrong personnel at the forefront of these highly important touchpoints. It is true younger PR professionals have more experience with social media, but they can also get into a lot more trouble. Matt Singley explains this really well in his blog post “6 Things You Need to Know about Running a Social Media Program: The Channels”.
“Twitter is often the most immediate and intimate touch point with your current and future customers; make sure you put your best and brightest people behind this channel…and pay them well! They can make or break your reputation in just a few key strokes.” ---Matt Singley
How true (not to mention scary) is that. Where companies can begin to capitalize on social media is combining veteran PR professionals with younger Gen Y professionals. Companies need to be willing to commit more personnel hours and talent to their social media efforts. One person can no longer handle one company’s social media efforts. There is simply too much information, and people still want more.
Due to this addiction of information, companies have to be ready and willing to get as much information out there as possible. Do not misunderstand me to mean a company can get by with flooding the market with tons of information. A company has to get high quality content to their publics.
Companies need to use that content and traditional PR efforts to get articles published, segments on radio, and TV spots; but to get the most bang for their buck social media teams need to push traditional media efforts through social media touchpoints.
As we become a culture more and more addicted to information, companies are going to have to understand the importance of producing high quality content. Always remember content is (and always will be) KING!