I had an interesting conversation at a PRSA event last night with three older members. All in their 50s, they were expressing their reticence to become involved with social media on a personal level because it’s “just too much.” They saw things like Facebook and Twitter as platforms that would just require more and more of their time. They talked about how it was already hard for them to keep up with e-mail. They lamented how their kids don’t have “real” relationships anymore; they simply text their friends instead of talking to them. Quite simply, they were doubters.
Putting on my social media evangelist hat, but tempering it with the recollection that I had many of the same fears when I started to dip my toes into social media, here’s what I told them:
1. Boundaries
It’s what you make of it. You can set your own personal boudaries for social media participation. If you join Twitter, let it be a real-time communications tool. If you follow 200 people, don’t feel as though you need to go back through and read every single tweet that’s come across the stream since you last logged on. Catch what’s important and what’s happening now, and don’t worry about missing things. The important stuff will resurface. You’ll zero in on those who add the most value to you. Avoid the noise.
2. Connection
Facebook, Twitter, and LinkedIn decreases the need for e-mail. I used to write multiple-paragraph e-mails to friends and family every couple of months. I recapped everything that had happened, and then waited for their response. With Facebook, we can now passively observe each other’s lives and know what’s going on without having to send those long e-mail missives. I can see that my cousin went on a trip to North Carolina and comment on a photo or two. I can post a quick message to my college friends’ pages and find out what they’re up to. On the professional side, I can see where my contacts are working and what they’re working on via LinkedIn. Social networking has actually decreased the time that I need to spend writing “catch-up” emails and increased the level of connectedness I feel with friends.
3. Control
You control what information you put out there. Facebook and Twitter don’t publish anything without you pushing that share button. You’re ultimately responsible for your own information. You can use privacy settings to control who sees it. But no one is forcing you to share any information that you don’t want to.
4. Relationships
It’s now possible to have real, meaningful relationships beyond geography. I explained to them how I’ve made real, honest-to-goodness friends solely via Twitter. Folks that I’ve now met in person and consider to be trusted mentors, like Allan Schoenberg, Arik Hanson or Shonali Burke. Social networking has also strengthened local relationships because it allows me to have more interactions with people. There may be only a handful of PRSA events I can make it to over the course of several months, but I interact with peers on Twitter nearly once a week, if not once a day, and each interaction reinforces those relationships.
I don’t know if I made any social media converts last night, but I feel I at least got them thinking. It’s easy to be skeptical of what’s unfamiliar. But being open to trying new methods of communication is what keeps us moving forward as a PR profession. The actual, specific social media platforms may come and go, but the fundamental concept of a more open, sharing and networked world is here to stay.
What would you have told them?
Cartoon via Intersection Consulting
Great insights Amy. I feel that being an active participant in social media adds some time to my day, as any kind of networking will. However, I welcome the opportunity to update my blog, in my own words, without any scrutiny or approval. It’s not often we PR types get to “just write creatively”. It’s so refreshing.
I love your article! I think every day someone asks me why they would want to use social media and how they should best do it. I love how you say each person sets their own personal boundaries for social media participation, because really every person can make it what they want to. I’m always trying to convince people to join Twitter, etc. and to explore what it can offer them. Thanks for the read!
Karianne Salisbury
skariann.blogspot.com
Amy you are spot on with your response. The beauty of social media is you can make it what you want. If you’re a casual user, log-in whenever you’d like. Social media doesn’t come with a time requirement.
I think the key is getting involved only if you truly want to be involved. I use the same approach with individuals that I do with businesses – are you joing because everyone else is? If so, social media isn’t for you. Then you need to determine what your goals are for your use. Is it simply to keep in touch, is it to network? You get back what you put in. For me – someone who uses it professionally and personally – it requires work. I know that coming in.
Most importantly, they need to not be afraid. We’re afraid of the unknown. We don’t like risks. However, there isn’t anything to be afraid of. It’ll come with time and work. So jump in and take advantage of the benefits social media provides.
Well-said (typed?) Amy, but I must disagree with one part:
“It’s now possible to have real, meaningful relationships beyond geography.”
It’s been possible to have real, meaningful relationships online since the early 1980′s via pioneering online services such as AOL, CompuServe, and Prodigy. All three provided Forums (message boards) and chat areas on just about every imaginable topic. Many of those people became fast friends.
For an example, visit http://www.aero-farm.com/cisaolwww.htm
hi amy. i would add one more to your list: information. i know you’re talking here about the personal level. even just thinking in this sphere, i think social media is a great source of information. book, restaurant, movie recommendations. places to go and things to see in a new city. all of these things can come through your social network. professionally, twitter is a marvel in helping keep up-to-date and connecting one to other smart, savvy individuals with whom to learn with. thanks for the post! f
Amy,
I just finished reading this and am so happy you wrote it for a number of reasons. I’m am one of those 50-something professionals who “gets it.” As such, I’m also the one who often has to talk with those who don’t in our local PRSA chapter. I appreciate your offering some tips I can use to strengthen my position and also am glad to have a friend to talk with about it all.
Dave, you’re certainly right. It has been possible to form online relationships for a while now. I guess maybe I should have said that there are more people online now than ever before, and a host of platforms beyond traditional forums/chat boards have popped up that make it even easier to communicate this way. Heck, even my parents are on Facebook these days.
Fran – information, especially info that’s curated by friends and family and almost pre-screened for you, is another great reason for involvement in social media. I love how I’m able to quickly poll my friends on Twitter to ask them for recommendations.
Thanks all for weighing in. Hopefully you are all having luck making your own converts to social media.
Amy,
My mother is on Facebook also. :-)
To me, it’s the explosion of social media tools and sites over the past year that’s been really interesting, taking it to new heights.
Still, to an old pro like me, it’s like an adult watching a toddler discover a puppy. Brand new to them, but certainly not for me. :-)
It’s important to point out that social media tools were never intended to “replace” but enhance relationships. A good conversation is still best the classic old fashioned way – face to face. However, we don’t always have that luxury and there are times we need to reach masses fast (especially as marketing/PR people) and SM is the optimal way to do it. It may not be for everyone, but you are a true SM evangelist.
Miss seeing you around! Let’s talk soon.
Amy, first of all I apologize for taking so long to comment on this wonderful post. Thank you so much for your kind words. The greatest thing that social media – and, for me almost completely Twitter – has given me is that it’s really made my world limitless. I learn so much, I meet wonderful people like you, I grow, I question all the time. I’m not saying I wouldn’t do all of those things without SM or Twitter, but having them has expanded my horizons immeasurably.
I too have often been told the same things about social media when I’m talking to slightly older (remember, I’m older than you!) folks – they feel SM is impersonal. Yes, it can be – but it can also be the most personal thing in the world, if you let it.
Thanks again for a great post, Amy. It’s such a treat knowing you.