Any Publicity is Good Publicity in Social Media, right?

Any Publicity is Good Publicity in Social Media, right?

It used to be said that any publicity is good publicity. Now the same could be said about social media – any mention of your brand is good in social media but that’s not entirely correct!

Let me explain …

Five years ago, a tech savvy, digitally focused company could find satisfied and unsatisfied customers venting about their product or service on any number of electronic forums (you remember UUnet , AOL Chat rooms, Fucked Company etc …) These were online bulletin boards, chat rooms and blog sites but the difference was the conversation was more isolated and therefore harder to find.

It’s the interconnected nature of today’s social networks like Facebook or microblogs like Twitter and the way they broadcast their messages to the world but also in the process creating permanent search friendly records that make them so powerful and also potentially dangerous.

This is why PR needs to move from fixating on getting ink in Publications to getting digital ink in Conversations. Think about the life span of paper based earned media – not long after its printed does it sit on someone’s shelf. Rare is the day when you walk into a meeting and someone pulls out an old magazine and slams it on the desk fussing about an article written months ago. But a quick Google search and bingo digital ink is indelible.

The challenge for all of us is to explain to senior leadership and members of the board that getting into hundreds of conversations online is better than a mention in the Wall Street Journal!

6 comments to Any Publicity is Good Publicity in Social Media, right?

  • Amen, brother. Media impressions don’t necessarily lead to sales, but people talking about you in a good light does.

  • @Daniel – thanks for commenting!

  • Michael Draznin

    Paul,
    As a long-time corporate communications pro, I have to take issue with your suggestion there was *ever* a time when “any publicity (was) good publicity.” This is not to take a swipe at you professionally or personally. Even before social media was the force it is today, reputation – corporate, organizational, cause-related, etc – did exist and often informed the success or failure of a company or initiative. I know this isn’t a new idea to you nor other folks who’ve been responsible for managing brand or reputations. It’s certainly not new to company CEOs, presidents, CMOs, or others in leadership posts. Why not use this space to help break down such time-weary fallacies that, unfortunately, continue to be passed down on from one ‘generation’ of business people to the next?
    Best,
    Michael

  • @Michael – I was coming at the issue from a snapy title perspective to lead folks to the idea that we need migrate from another time weary theory of focusing on the Publication to focusing on the Conversation! Fair point thanks for commenting!

  • I absolutely agree! Consumers have more channels than ever to communicate their praises or complaints with social media and other internet channels. Companies are realizing this more and more and are looking for resources to help them with their internet and social media reputation management.

    We’re also seeing see companies emerging with social media and internet reputation management. A couple examples of these companies are JitterJam.com, who offers a social media monitoring service and ideaLaunch.com, which is a content marketing agency, just launched a new service called Reputation6.com that helps companies protect their reputation through use of strategic content.

    -Robert

  • @Robert interesting examples and firms – I am seeing that the low end of monitoring is going to cost zero dollars going forward – and many of those firms are going more “high end” into analytics – which I think will be a big trend this year

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