We gave a presentation on PR (that included a segment on social media) to an international sales and marketing organization last week, and the Q&A segment reinforced something we’ve been saying all year:
“With all the talk and hype about social media, most organizations are just beginning to get into the game, and those that are already testing the waters are doing just that…discovering what makes sense and not trying to cram every social media technique in the book into their plans.”
We call it “practical public relations.”
As we mentioned in an earlier post, even the so-called social media gurus aren’t doing much more than the following: Facebook, blogging and LinkedIn. If you’re not there yet, that’s a good place to begin. A good second step would be implementing a video strategy and then seeing whether Twitter makes sense as part of your communications strategy.
Of course there’s a host of “shiny objects” to consider, but many are so new and untested it really doesn’t make sense to attempt them at the get-go, just to appear hip and claim you’re now into social media.
What does make sense is investing the time and money in research first, including an audit of your target audience, followed by the development of a practical social media plan that dovetails with your other marketing goals. Piling on social media gadgets just to say you did it doesn’t seem like a smart idea or a wise use of resources.