Catch-22: The Superficial Social Media Perception

Repeat after me: Just because someone tweets a lot doesn’t mean they aren’t working. Just because someone doesn’t tweet a lot doesn’t mean they don’t get the social media and digital space. I learn more from people such as Mike Ryan on a daily basis because they share solid content, ask questions that make me think and don’t shamelessly self promote.

It’s a Catch-22, a delicate balance of superficial perception and what really goes on behind the scenes. Unless you are truly educating clients behind the scenes, the only thing they have as a first impression is your online social mediums.

Buy-in at C-Suite level can be tough, especially because many PR professionals do not understand how to tie ROI directly back to their results. This is a bit easier for advertising and marketing, as they have direct objectives that can be tracked with ease (media buys, paid placements, click through rates.) PR takes a bit of statistics/math, so there is a battle of the “I went into PR because I hate math!” (Students, listen in math, please) and PR believing that a qualitative objective is direct ROI. If only everyone could carry a pocket Don Bartholomew to work everyday to ask questions and bestow wisdom.

Many of us on a daily basis show a brand/client that we actually get it. Buy-in can be easier if you have solid proof of experience. Superficial perception is that if you regularly use the tools, you can get to objective/strategy/tactics. Granted, many can’t even get past the tactics.

Some of the brightest people I know only tweet maybe twice a day. They might skip a few days. Some of the brightest people I know share constantly and tweet constantly. We all have different work styles, while some of us prefer multi-tasking (and thrive better) vs. someone who focuses on one task at a time.

So, how can you beat the superficial perception?

Find Your Balance

Everyone is different. We all work differently, thrive in different work environments and understand ourselves better than anyone else. Why are so many hung up on what someone else is doing? On a daily basis, be concerned with: your clients, your company and lastly, yourself. Notice that other people don’t factor into that equation. Congratulate those when they do well, not tear them down.

Some are very self-disciplined and can work from home. Others enjoy the creative energy that goes on in an agency. Some like the IMC approach. Some are hybrid generalists, while others are specialists. Find YOUR groove. At the end of the day, the only opinion that matters is your company and client.

Schedule Tweets That Are Content Driven

Because superficial perception will happen, even through a Google Search, make sure you are consistent. I regularly start my day by sifting through my Google Reader and scheduling tweets throughout the day with content in CoTweet. Yes, I read them. Yes, I think they are worthy of sharing. I don’t think its cheating anyone out if I share it now v. later. This way, you can cut down the time you spend interacting and looking for content to RT and share.

Proactively Send Thought Leadership Articles to Direct Client Contact

Trust is everything. At a former agency, I would send my direct client contact 3-4 articles a week on things she wanted to learn more about, had questions on or things she would find interesting. Input in 4-5 key takeaways to show thought leadership and to explain to the client how you get it, why it is important and how the brand can use the information. By doing this, we had built a partnership – the PR agency was not the clients tool, but we worked hand in hand to get the best work out the door.

This can also work with colleagues and help build that “specialist in a hybrid generalist” mentality that we look for at Fleishman-Hillard Kansas City.

Do Your Work, Then Tweet

This is a duh statement, but its true. Don’t get caught up in The Twitter. If you can tweet a lot and get your work done that exceeds quality expected, do it. If you can’t, don’t. There are ways to prove value behind the scenes, and there are ways to prove value on the superficial. Those that revel in the superficial and focus on what others are doing really don’t get the space in the first place.

So, what you do think? Let’s chat in the comments below.

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max

why not just say things when you have something meaningful to say. and i'll say this, Don Bartholomew is a PR icon and i still use concepts he taught me over 6-7 years ago.
Erica Olenski

Absolutely agree with all that was written, as well as the few comments by Justin below.

Haven't given much thought to scheduling because I've even noticed things get automated. I feel a bit guilty at times as well when I'm not present and engaged in the medium. I almost get a sense that if I leave, I may miss something important.

I also find the work/tweet balance a challenge at times as well. Likely because I have not scheduled tweets, I sometimes feel interrupted during my day when I'm trying to accomplish a task. I usually have to stop, find content (this could take a while depending on the day), then tweet and return.

Thanks for posting, Lauren! Lots to think about and great suggestions I will take to heart.
JGoldsborough

Really like the concept of scheduling. I hated it at first because it seemed automated. But if you do it right and engage around it, I think you have a winner. And No. 3 is my new soapbox. Educate, educate, educate and then educate some more.