Social Media: Connections, Communication, and Credibility

I was a latecomer to the social media movement and connecting to people through Facebook, Twitter, and Linkedin.  Now, social media is everywhere.  Every message sent to us through the media seems to always have an addendum at the end: “Like us on Facebook!” “Tweet Us!” or “Check out our Blog!”  I know that I personally am following companies more and more and suspect that I am not alone.

 

The Situation…

If you go to Barnes and Noble and walk to the business book section, you will see a large population of books on how to effectively integrate social media into your business’ marketing strategy. Maybe you’ll even see one written by my colleague, Reto Stuber.  According to those books, social media marketing is not only the present trend in business, but also the way of the future.  Everyone is asking themselves, “How can we get on this trend and use it to our advantage?

But maybe there’s more to it…

Indeed, social networks are an important way to connect with business associates, clients, and the media.   I am a total Linkedin enthusiast. It offers direct control of the messages about your company to key audiences. At Globalpress, we use Linkedin to feature new editors on our tour to help bring attention to them and their publications.  A company can also efficiently communicate these messages without having to wait for the middleman, a reporter, to pick up the line of communication.  However, I wonder if, by neglecting face to face  media relations, we are damaging our level of effectiveness when it comes to communication.

Question: What are we leaving behind when we focus all of our efforts on communication through social media? 

Answer: A certain level of credibility. 

Studies have consistently shown that journalists are among the most highly trusted professionals in America.  Our culture has painted the role of the journalist as a fair, impartial watchdog and gatekeeper of important information.  We believe that journalists have the ethical standard to present information truthfully and accurately, without the influence of company interests and corporate pressure.  This is not to say that all companies are distrustful, but rather that society has create an implied relationship of trust with journalists and one of wariness with corporations. 

So Where Does This Leave Us?

While social media is an efficient and direct way to communicate messages to key audiences, it cannot replace the effectiveness and trust that comes from a journalist writing about your company or reviewing  your product.  Social media can work with traditional media relations tactics to benefit a company, but it cannot stand alone.  At Globalpress, we recognize the important role journalists play in the business world and seek to promote that role through our conferences.  The mechanisms of business communications may be changing, but the editors’ and reporters’ role remains important and integral to the effectiveness of message dissemination.

Comments

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