Comments on: Social Media is a Buzz Word

By: Cheese Coney

Cheese Coney — Wed, 15 Apr 2009 02:10:13 +0000

Social media holds the potential to facilitate 2-way communication with the American public — but will the Air Force ever use it that way? Will we devote resources (people+technology) to establishing and maintaining on-line social relationships with the public or will we simply continue the generations-old practice of issuing one-way statements?

I submit that our people are our best spokespersons and will continue to be so through their own social media. The Air Force needs to reach out to its people first and so equip them to speak for the Service around the firewalls.

I worry there is a rush to make social media a “program” or “initiative.” There can’t be a social media “program” or “initiative” that directly supports Air Force communication efforts unless the Air Force commits resources to doing it right; which means increased manning or cutting back other programs — some which have been around since the Nixon Administration and deserve a hard look.

By: Cheryl Hackley

Cheryl Hackley — Wed, 08 Apr 2009 18:31:25 +0000

Transformation in any organization or platform is never easy, even in career fields like PR where it is constantly happening. However, relevance relies on the ability to adapt in a constantly changing environment. In the business of communicating – one needs to communicate the way the audience does – not how one wants to communicate. It all comes down to trial and error – experimenting with it. We can call social media a buzz word or whatever – but
right now it’s working and growing and its one train one train communicators don’t want to miss. Bear in mind while many will be quick to jump on the train – conversely there will be others quick to jump off or miss it all together. Those are the ones we need to be concerned about.

There has to be a wiliness and openness to transformation to overcome the hurdles often in the way. As communicators we need to not only be able to understand the best methods of communication, but ensure our leadership understands why we use those methods. Maybe titles and formats change, but Mr. Black is right – the basic need to communicate remains intact. Don’t get caught up in the semantics within it. Once clearly on board I think it’s important to help others get on, too. Right now some people or “some experts” “tout” social media because not everyone grasps the value of these tools and some who do are genuinely trying to help others do just that. To be fair though what works for some won’t necessarily work for others even if properly engaged. But you won’t know unless you’re willing AND able to try. Speaking
of – lacking the capability to utilize these tools from certain workforces shouldn’t be the argument why one doesn’t – we all know there are ways around the system.

Social Media encompasses the tools du jour in communication – but does it have mainstream power for the long haul? It will be pitted against the same Darwinian fate as the rest of our PR methods and some of these apparatus’
will stand out – and some won’t. However, there’s so much flexibility within these tools – so what works and doesn’t depends on understanding, utilization and need for them.

By: Keith Houin

Keith Houin — Tue, 07 Apr 2009 18:19:59 +0000

On the mark again Mr Black. We do not need a director of Social Media, New Media, ???? Media. We have that. Nor do wereally need to go out and get experts. We already have them. They are the Airmen in our ranks that have grown up with the, email, internet, blogging, MySpace, Facebook, etc. Like any good business we have to manage our experts and give them the direction we want them to take, with realistic expectations in regards to the results we desire. We need to provide the appropriate guidelines. We need to be willing to accept that some of our “sales force” will come up with unique and ingenious ways to expand the product, and we need to provide them an avenue to bring those ideas back to the table so that we can all reap the rewards.

By: @tampasultan

@tampasultan — Tue, 07 Apr 2009 17:48:05 +0000

Great post. A couple thoughts:

1. This is absolutely true. Gone are the days when tech-savvy PR firms could include “blogger outreach” or “Facebookering” as unique offerings (apart from traditional media activities) to clients. Likewise, it’s unnecessary — and perhaps even counterproductive — to create an entirely new staff position to handle day-to-day SM exclusively.

2. Altho SM is becoming a part of our collective vernacular, it’s important not to underestimate the investment of time to get smart on the issue: i would assert that “[companies] simply need to integrate SM into their existing PA/PR offices” is much easier blogged than accomplished!

By: Tyler Foster

Tyler Foster — Tue, 07 Apr 2009 17:14:29 +0000

Good blog. Communication is the core and SM is a tool, just like a phone, computer, television camera, digital SLR camera, pad, pen, paper, and that oh so vital communication tool — people. Integrating SM into comm strategy with a specifi effect in mind is key — it’s about just doing it. Otherwise we’ll end up spinning our wheels and wasting our time on worth-less (sic) blather — think announcing intramural softball scores for base X via SM as the blather (not being done, but it’s an example). Guess it’s time to dust off the Joint Course professional journal research skills and see what the egg heads are saying about SM’s role/value in our society, too. I’m on the train, just want to make sure all the cars are hooked up :O)