I’ll admit I do little to dilute the concentrate of social media kool-aid, I’m a big believer in its power and potential, but there seems to be a disproportionate level of attention and posturing around content discovery these days — specifically, how you use social tools to help with content discovery.
It’s the “tag-it-and-they-will-come-mentality” that’s bugging me.
Should you be thinking of new ways to attract eyeballs and attention? Yeah, of course, that’s an important component of any social media strategy, but earn those eyeballs and reward that attention by concentrating on the content. For PR folks, that means using good communication fundamentals to ensure what you’re saying is, well, interesting. Equally important, it means using good judgement to determine what is — and is not — appropriate content for new info channels.
Tagging your new hire media alert, Digging your 50-page white paper and uploading obscure corporate b-roll to YouTube ain’t exactly providing much value — nor will it provide much return.
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Mike Manuel is the founder of the award winning Media Guerrilla blog. Media Guerrilla is an insiders take on the practice of technology public relations with a focus on the issues, tactics and trends that are specific to the tech industry.
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