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!

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