Mumbrellacast: Choppergate; Nova’s scheduling upheavals; Talentgate; Digital PR
- Digital PR and Edelman moves on from the Hill & Knowlton legal battle
- Who gets digital (and who doesnt)?
- Choppergate: Nine’s week of drama over faked live crosses
- Merrick & Dools say goodbye to Nova breakfast; The Circle hosts join Mix
- The Block’s anticlmactic final, and were there too many ads during Underbelly
Featuring Edelman Australia head of digital Matthew Gain; Mumbrella editor Tim Burrowes, deputy editor Robin Hicks and podcast producer Alice Terlikowski.
(40m 10s)
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Sorry but it’s errant nonsense that consumers don’t mind whether social is administered by client or agency. Consumers, like anyone, want to talk to the decision-makers. I can’t think of an area of comms/marketing where authenticity is important than social media. Dealing with the company you want to speak to rather than their agency is key to that authenticity.
I agree strongly with Tim that PR is at the heart of social media. PR has always been fundamentally about starting and developing conversations, whether carried on in person, or in traditional or social media. Moreover, given that 90% of all corporate/consumer online interaction seems to involve complaints of some kind, issues and reputation management is fundamental to any social media program.
Hence it comes as no surprise to PRs that companies have been reluctant to take on social media risk and are far more interested in just social media monitoring. Social media outreach involves a lot of 1:1 communication so offers poor operating leverage. The ROI is speculative at this stage and the risks are significant. A social media program can simply open up a new channel of public complaint against a company, doing net reputational harm rather than good.
That most companies really aren’t that interested in social media outreach only seems to surprise social media evangelists who have very limited experience and perspectives on corporate communication.
It might be arrant nonsense, I doubt if it is errant nonsense.