Burmese Tiger Pit Diggers & PR Pros

Companies are hiring social media managers. I hope they’re more like public relations professionals and less like Burmese tiger pit diggers.

According to a BusinessWeek article, companies are scrambling to hire “social media managers.”  Moreover, they’re doing so with little understanding of what that means, and creating new job titles to describe these new positions.

I’d like to contend, again, that these organizations probably already have social media managers on staff. They’re called “public relations professionals.”  I do understand that social media isn’t just another media channel.  I also understand that you can’t take PR people who have primarily done media relations all their life and magically make them social media savvy.  But I don’t think we need to create a whole new silo within organizations; we need to effectively use the disciplines we have in place!  Marketers can be engaged in the conversation online about their brands. And if they want to create new conversations with key publics (i.e., social media users) about their products or their businesses, they should turn to their PR staff because that’s what they already do!

When I left my last job and started positioning myself for clients, I was told I should market myself as “social media.” To me, that’s like marketing myself as “television” or “talking.” Social media is one way to talk to your key audiences, but not the only way (and not always the right way). That said, I believe it’s vital for PR practitioners to know how to create social media programs to leverage their brands’ assets. PR is about influencing and the game of influence is definitely gaining a social media flavor.

I’ve been involved in creating social media programs for a billion-dollar sales company and for smaller organizations. It requires 1) approval from top execs and legal, with understandings in place about what will and will not be discussed, 2) a commitment to be honest, open and transparent in all communications (HOT comms) with your audiences, and 3) resources equipped, capable, and empowered to communicate on behalf of the organization/brand. 

This is not a time to place the brand conversation in the tweeting hands of an intern. They can help, for sure, but a community isn’t going to magically develop around an anemic effort by the company.  Consumers want to talk to representatives who are truly knowledgeable AND who also have the ability to carry messages back to decision-makers within the organization.  Otherwise, what’s the point?  People won’t sign up just to hear your messages; they also want to be heard

PR is the discipline trained and paid to engage publics in a dialog. Let them do it!  That dialog leads to support for your organization/brand.  Some execs want the social media “managers” to go out and create Burmese tiger pits, where unsuspecting passersby fall into a trap and are then expected to make a purchase.  Creating tweet “teasers” and Facebook contests might generate traffic and maybe a very small percentage will make a purchase, thereby justifying the expense.  There’s room for this kind of activity, but that’s not community. Once the giveaways go away, so do the followers. Community involves creating something better, together.

SO, I hope the “social media managers” being hired turn out to be PR people with a different title rather than Burmese tiger pit diggers. Otherwise companies are just wasting their money (again).

Author: Robin

Communications professional with more than 25 years' expertise in PR, crisis communications, social media, community relations, marketing communications and more!

2 thoughts on “Burmese Tiger Pit Diggers & PR Pros”

  1. I think it’s partially true, however, most industry PR folks tend to be “safe” in so much a way as to be false in the minds of the customer. I mean, it was probably a PR person who coined the empty term “a leading provider of” which is now the bane in every press release known to humanity. A Social Media Strategy needs to have a sense of transparency that most PR pros, because of their lawyer like training, just can’t swallow. Not to mention, those responsible for representing companies in social networks have to be intimately passionate for the product so that they fully understand where the customer comes from. Again, I’ve seen a lot of PR pros and agencies skim for what everyone else is doing, rather than leveraging social media to do what it was meant to which is to establish a closer tie to the customer.

  2. I agree that there are plenty of PR folk that do it wrong. You’re talking about PR pros from the shallow end of the profession who only know how to spew hype. TRUE, accredited professionals know that “mutually beneficial” is paramount to trust and credibility. The things you talk about — transparency and passion — ARE supposed to be part of the PR professional’s arsenal.

    SO, my point is, don’t create a new silo because your PR isn’t up to the job. Get new PR (or fix the PR you have) so that they also are effective doing social media. As far as I’m concerned, social media was tailor-made for the PR profession, enabling it to speak directly to an organization’s key audiences instead of having to rely upon news media carrying its messages all the time.

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