social media relations (rationale)

I’ve mentioned recently that public relations is an industry in flux. PR is in large part based on the dominance of the current media paradigm, and the core strategies are nearly completely top-down in focus. We (the royal we) don’t have a standard for approaching social media, and online communities. It shows.

While systems like the Facebook beacon are interesting, they are also inherently invasive, and create notable discomfort within a community. This is because, at core, we don’t have a model for participation in these communities. Instead, we have systems for exploitation, and colonization.

The average participant in an online community, whether it be a message board, virtual world, chat room or social network, is able to spot the difference between a participant and an interloper. The problem is, media still have it in their head that influence is created by brute force. This is one of the first mistakes I discussed on this blog – signal as noise – the way everyone with a message thinks getting louder is the key to being heard.

Social media is built on participation by equals, and the promise of meritocracy. The standard plan thus far has been to use real-world money and influence to buy a position that a user would have to earn, or could not attain, in a virtual world. Our problem is that we either take too much of a role in these communities, and attempt to shape them, or take too little of a role, for fear of causing a revolt. There has to be a middle ground, building on the tradition of information facilitation, and building relationships.

I’ve described public relations as getting someone you trust to tell you something we’d like you to hear. This is traditionally done by building media interest, and piggybacking on that inherent trust – a newspaper has built in credibility, and built in trust – to ensure that the information you receive has been vetted by professionals. The issue is that people are increasingly aware that professionals are not all that difficult to influence.

The difference between what I see, and what I’m suggesting is the separation between colonization and diplomacy. Take second life for an example – IBM, American Apparel, etc. talked to Linden, built custom store fronts that offered little to no utility, and basically received the online version of anti-gentrification response. This was inarguably an invasion – regardless of brand messages or reputation, this was the real world saying ‘You’ve created a new market, we don’t understand it, but we want it.’

The opposite approach, in my mind, is the Second Life Sketches that Warren Ellis writes for Reuters. This was something that isn’t about Ellis, or Reuters. It was about SL, and examining what made it special, and what made it worthwhile. It creates, I’d argue, a positive relationship between SL and Reuters. It’s not a one sided attempt to capitalize on what people do in world, everyone benefits.

Diplomacy is about envoys, understanding, and (despite modern real world happenings) shouldn’t involve strong-arming anyone. Brand or Personality envoys should be clearly identified, at be at a level that doesn’t give them special benefit over regular participants in an online community. This is the one thing Facebook has done beautifully with Fan Pages – an opt in system that offers brands a place to connect that is separate, and less full featured, than a personal profile. Brands are not part of the Community. The Community is paramount.

If brands want inroads into a community, I’d suggest they approach from this angle. Have people tasked to work in online communities, clearly labeled as representatives of the brand, and clearly identified as real people. No special treatment, no arguing, no misinformation. Just offer facts, links to useful information, and when suitable, special offers, benefits, etc.

Sponsorship is all well and good, and creates positive associations. But I’d imagine better ones come together when influencers are left to their own devices, and representatives come in when they can offer something useful. (Swag, information, access to that which is normally not available)

The most important advice I can offer is that, in an online community, it’s never about the brands involved, never about the sponsor, never about the platform. It’s about the community. If you can’t provide value to that community, you are an interloper. Your actions will be deemed disruptive, and the community will associate that action with the people and things you represent.

This post is continued in Social Media Relations (Practice)