Social Media – it’s in the name!

social mediaIt’s right there, front and centre, social media is, well, social. The irony of the medium has always been that the majority of the interaction happens from behind the computer screen, but it’s just as important to come out from behind the terminal and meet people face to face. Nurturing the relationships that are created online is the only way to realize the full potential of social media.

A big part of our work with clients is to reach out and engage bloggers and influencers. We work very hard to provide bloggers with offers and potential content that would be important to them – we read their blogs, see what they talk about on Twitter and trade emails back and forth regularly. In short, we know what they’re looking for. But the single most valuable way I interact with bloggers is by attending local Tweetups, Twestivals, business meetups and conferences. That’s where I get to know the people behind the bloggers.

Did you know that bloggers are smart and will set up filters to weed out emails from PR people that relentlessly send mass pitch emails? A little while ago I got together with Raul, a friend of mine who blogs under the moniker Hummingbird604. No work pretense at all – we went to see a play at the Arts Club. When we were talking he said that he automatically filters PR messages into a folder that he reviews only semi-regularly.

So who are the people that don’t go into that folder? They’re the people he’s met in person or who regularly reach out to him when they don’t want something in return. And when they do, he’s generally more inclined to help them out – whether it’s suggestions on influencers or pitching him on a story.

Sure, he does check his “PR folder” and will write stories that are pitched to him by PR people. This is especially if the sender has read and respects Raul’s very clear rules on how to pitch him. But with more than 100 emails entering that folder daily, your email could easily lose its timeliness before Raul gets a chance to see it.

Even in the digital age, forging quality personal relationships is still paramount. The more things change, the more they stay the same.

Trevor Boudreau


~ by Wilcox Group Team on June 23, 2010.

2 Responses to “Social Media – it’s in the name!”

  1. Thanks so much for the linkage, Trevor.

    I couldn’t have said it better. Forging personal relationships through social media is key to success. Nicely done, my friend.

  2. On the Wilcox Group webpage there’s a post that says “We love working in social media – it’s a new and exciting frontier for communications and business – but the financial model to support this shift simply isn’t here yet.” I wonder if you could explain what you mean by that.

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