Social Media is Virtual Escapism
A sensory retreat once consisted of staying at a lake cabin in the woods or going to the beach for the weekend. Things have changed and the definition has changed. Sensory retreat is now synonymous with virtual escapism.
In recent years, virtual escapism has effected change in numerous industries and has given birth to new streams of revenue. On the other end of the spectrum, Adrian Higgins of the Washington Post wrote of the dangers of this constant escapism in today’s society, “Technology has drawn us into our interconnected webs, in the office, on the street, on the park bench, to the point that we exist virtually everywhere except in the physical world.”
An additional point to consider is the two Northwest Airlines pilots were found to have been distracted by their laptops when they overshot their destination by 150 miles in October. For some, being connected can be the biggest disconnect.
While those pilots may have been an exception to the rule, virtual escapism is quickly becoming part of the acceptable norm in many fields. No field has seen this in a more pronounced way than the emergence of social media in the public relations. Public Relations has been, and always will be, about the relationships that people cultivate and nurture with those in the media. It is a profession that has adapted to the times based on the changing of the media medium. The changes in recent decades have been in step with the advancements made during the digital revolution: from typewriters to laptops, from the post office to email, from land lines to cell phones.
One of the most recent changes in the industry has been the incorporation of social media in most PR campaigns. Unfortunately, many of these new implementations have been at the sacrifice of traditional PR strategy. Virtual connections, links, and followers have begun to replace the personal relationships that have driven this industry from its inception.
Relationships, both personal and professional, are hard work. Just because someone retweeted your post doesn’t mean you have a buildable relationship with that follower. In order to nurture and sustain a viable connection with someone, you must have personal contact that not only reinforces what you are doing but who you are as a person and a professional. Social Media removes you from personal interaction with other people subsequently reinforcing social ineptitude that has been increasingly instilled in people since the advent of video games.
Social Media is the beach house of the PR industry. While it is nice to stay there for a few days every once in a while, it is time to end our vacation and get back to work.
Do you find it ironic that this has been posted as a blog?
How large of a role do you think Social Media should play in a PR campaign? Will this change in the future?
7 Responses so far
Steve Tee
December 18th, 2009
12:20 pm
It’s not just PR. Social media has suddenly become the knight in shining armor for many ad agencies and their clients. Trouble is, you don’t control your message. I have a client that spends much time and money on its Facebook and Twitter presence – and they keep getting messages back saying “(Brand Name) sucks!”
Seems you’re going to be getting complains in social media anyway. Do you really need to make it easy for the complainers?
Sooner or later (I hope) clients are going to realize that they still need the professionals.
Ravi Sinha
December 18th, 2009
11:47 pm
Hi I agree with it. Actually Social Media is just one of the tools and should not be treated as an alternative to all other forms of media. This, unfortunately, is happening today. I have written a blog item on the same topic on july 17th this year. It is available on http://track2media.blogspot.com/2009/07/over-reliance-on-social-media-reflects.html
Ed Alexander
December 21st, 2009
7:30 am
I have found success using various social media as additional PR channels.
Using an assemblage of free and affordable tools (not just Google Analytics, either; that’s like bowling through a sheet), I can analyze clickstream data to determine what type(s) of media is/are most effective in generating desired results.
The word “desired” cannot be over-emphasized. If the PR agency thinks its main goal is to generat buzz and publicity, then that agency is seriously underestimating its potential.
PR now has the opportunity of building community and stimulating conversation, not just delivering press hits. In the three main economies (money, reputation and attention), those three currencies are fungible and can be exchanged as value. Think: which form uf those three currencies are you trying to spend, and which are you trying to earn?
The previous commenter has uncovered a valuable asset: genuine conversation. If repeated quotes along the lines of “xyz sucks” occur, you have provided a forum for people to talk in front of you…not just behind your back. Encourage that. The sooner the PR client learns that its baby is ugly, the sooner they can adapt.
Jim Crawford
December 21st, 2009
3:15 pm
I’m waiting for the social media market correction.
A decade ago, no one dared question the importance or value of the dot.com movement. Then came March 2000 when the tech-heavy NASDAQ went belly up. dot.coms — poof.
Sooner or later, someone’s going to let the air out of social media, too. It’s a tool. It ain’t the whole thing as far as PR’s concerned.
Bully for you, Sean. This is a good start.
Jim Sutton
December 22nd, 2009
8:28 am
I agree with Jim above, it is a tool and not the only one in the tool box. Any person who builds a house with only a saw is going to have problems.
My answer from Linkedin:
Q: Is Social Media Virtual Escapism?
A: Yes
A: No
Depends on the person as it has for the last 3021 years. The tools have changed but basic human tendencies have not.
*The person who, 52 years ago, daydreamed and was chatting with others is today’s SM escape artist.
*The person who planned and followed through staying focused is today’s profitable user of SM.
Danielle
December 22nd, 2009
4:32 pm
While I agree that a simple contact with someone using social media should not be considered an equal alternative to the personal relationships of traditional PR, I think it is a little cynical and disrespectful of the audience to suggest that this is because Social Media creates social ineptitude.
The problem with incorporating social media into PR campaigns is that most PR and advertising companies fundamentally misunderstand the medium. You see, it’s not FOR you. Social media isn’t called “social” simply because it allows large numbers of people to interact (however virtually) it’s called “social” because it’s NOT WORK. It’s supposed to be PERSONAL.
There are two things PR people need to understand about social media:
1) there is only one way to use social media to promote a product – to engender a “grass roots” movements which create “word of mouth” campaigns. Social Media is about conversation so you need to encourage conversation which will be positive about your product – exactly as you did pre-social media. The only difference is that the word of mouth is even more powerful because of the sheer number of people one person can now reach.
2) Any time you send a message about a product to someone on any of these social media you are not being an uber cool company that is down with what the kids are doing these days – you are TELEMARKETING. Not only are you telemarketing, but you are calling during dinner – while they are hosting a dinner party. Ever heard people talk about telemarketers? I’d bet if you think from that perspective about your “[brand] sucks” tweets, you’ll understand them a little better.
Getting a good word of mouth campaign going used to be a real coup in the PR world, because it was hard, subtle work. Using social media successfully is exactly the same – neither social media, nor the users thereof should be underestimated. But then, respect for your audience is always a good place to start, whatever your goals.
David Rosen
December 26th, 2009
11:37 am
There is much truth in what Sean writes. Social media is often a form of escapism, a poor substitute for real public relations built on real relationships and real marketing based on messages that can be controlled and audiences that are carefully selected. In a sense the term social media is a misnomer. It might more aptly be called anti-social media since it substitutes virtual interaction for real interaction.
Still, it would be a mistake to exclude social media from our campaigns. It exists and it has been used successfully. Social media will be used in ways that relate to our clients with or without us so we have no choice but to enter the fray.
It would be an even bigger mistake, however, to write off traditional media which still have tremendous reach, impact and credibility.
No one knows where things are headed. Social media will evolve and so will traditional media. Perhaps East will meet West and we can enjoy the best of both worlds.
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