Social Media: Not the Only Tool in the PR Shed

Albert Einstein once said, “I fear the day when technology surpasses our human interaction. The world will have a generation of idiots.” This quote resonates with me because, in the constantly evolving world of social media, I sometimes see the “social” aspect missing. Have you ever found yourself alone in a crowded room, a party or restaurant and noticed just how many people were more occupied with their smartphones than with observing what’s around them? Have you felt disconnected or almost panicked when you forgot your phone at home? In a world where we are always connected, we’re all guilty of it, but there is a time and a place for using these platforms. Social media is simply one tool in the PR toolbox.

While on my way to my first Philly TweetUp event—where media professionals in Greater Philadelphia gather to network and meet industry leaders, such as Brian Solis—I had no idea what to expect. I was worried I would be spending my evening buried in my phone making sure I didn’t make any “tweet-stakes.” To my surprise, it ended up being quite the opposite. I had the pleasure of engaging in conversation with Brian and welcomed the opportunity to pick his brain on how social media is evolving across generations and what it means for businesses. Having a one-on-one conversation with such a social media rockstar was an incredible experience. To make the event even more worthwhile, I also received a copy of his new book, What’s the Future of Business? [WTF].

On my way out, I had the chance to have Brian sign my book. It’s actually his inscription that sparked this blog post: “Jess, Forget everything you learned in PR… Start here…” While I certainly plan to read Brian’s book and share what I learn with my fellow PR industry colleagues, I can’t say I will fully embrace his advice. Though I am new to the industry, I doubt PR success will ever solely rely on social media savvy. The PR profession is largely based on human interaction and engaging with various audiences. While social media plays an important role in this process, it will never replace the value of face-to-face interactions. Case in point: the need to have a TweetUp for people who meet on Twitter. Not to downplay social media, but we have many more tools in our toolbox.