When I started my career in public relations it was a function that tried desperately to show value and “results.” The assumption was that lots of press and “awareness” or “impressions” were good, less was less good. None of the PR measurement models correlated to business goals like sales, customer satisfaction, brand preference, competitive intelligence — or the performance drivers of those goals. PR was one of those “have to have” functions and leaders didn’t take it all that seriously. A career in PR, much like its pink cousin HR, was a “soft” career.
One of my good friends, a well known PR executive, and I use to joke that our career goal was to get out of PR because it was so hard to convince executives that it could be and should be something more than publicity and crisis communications. When I ask him how he is he jokes, “Still in PR.”
I see similarities between PR then and social media today. Instead of impressions people are measuring social media “engagement.” But to what end? How does what kind of engagement support what business goals? Alas, I see company reports that show “results” being more and more engagement. 2,000, 5,0000, 10,000 Twitter followers. 3,000 likes on the company Facebook page. 2,000 views of the latest company video on You Tube.
My question is, so what. It’s like the old publicity awareness goal. Awareness of what and how does that help what business strategy.
The potential value social strategies can bring to business is extraordinary. Data mining of unstructured social data to see ways to develop new types of products and services way ahead of competitors. Incorporating social apps into products and services to earn customer preference. Crowdsourcing to develop products and services more quickly and with much more predictable adoption rates.
These opportunities require heavy lifting. Big brain data analysts, developers, new business processes. Willingness to experiment and iterate vs. the traditional research, plan, develop, market (and publicize!) New types of external partner and developer relationships vs. “the agency.” Systems thinkers vs. project managers. You get the picture.
Most companies see social as a better way to communicate. PR on networked, social steroids.
When I was a young woman in PR the president of my company advised me. “If you really want to get ahead, make sure there’s revenue attached to your job.”
If your company wants to get the most value from social, make sure it’s attached to revenue. (Or a worthy strategic equivalent.) Not to meaningless impressions or engagement numbers.