Comments on: teach strategy & research, not shiny objects http://www.kayesweetser.com/archives/157 This used to be a metablog, a blog about blogs. Now it is just a blog by me: Kaye D. Sweetser, Ph.D., APR. It's a blog on social media, research, teaching, Navy, life. It's all fair game for mass communicating. Thu, 16 Sep 2010 21:33:57 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Kelli Burns http://www.kayesweetser.com/archives/157/comment-page-1#comment-98368 Kelli Burns Sun, 22 Mar 2009 03:47:43 +0000 http://www.kayesweetser.com/?p=157#comment-98368 Kaye, I admit that I read your post backwards and now I see more clearly what you are referring to. Kaye,
I admit that I read your post backwards and now I see more clearly what you are referring to.

]]> By: Kelli Burns http://www.kayesweetser.com/archives/157/comment-page-1#comment-98302 Kelli Burns Sat, 21 Mar 2009 21:47:30 +0000 http://www.kayesweetser.com/?p=157#comment-98302 Hi Kaye, I was on the New PR Wiki and came over here to check out your blog. I'm a UF Ph.D. as well who is now at USF. I was curious what you meant when you said that some of your peers are getting it wrong when it comes to social media. I don't teach campaigns, so maybe you are referring to students who are throwing in social media just for the heck of it. I would like to think that a lot of your peers are doing it right as well. Hi Kaye,
I was on the New PR Wiki and came over here to check out your blog. I’m a UF Ph.D. as well who is now at USF. I was curious what you meant when you said that some of your peers are getting it wrong when it comes to social media. I don’t teach campaigns, so maybe you are referring to students who are throwing in social media just for the heck of it. I would like to think that a lot of your peers are doing it right as well.

]]> By: Deborah H. French http://www.kayesweetser.com/archives/157/comment-page-1#comment-95009 Deborah H. French Sat, 07 Mar 2009 16:48:45 +0000 http://www.kayesweetser.com/?p=157#comment-95009 This touches on an important point that's as relevant in the field as it is in the education arena. Seasoned PR professionals are often overwhelmed by the technology, as well as the vast array of tools out there. Younger account execs may possess the knowledge and skills to make use of the latest social media tools, but don't necessarily understand how to use them effectively. The bottom line is that, as with any other communication tool, it's critical to identify the goals before launching into a campaign. Once we understand what it is we want to accomplish we can select appropriate social media to communicate our message. A second and related problem is that with the rise of social media, the nature of communication has changed from the one-way messaging of TV, radio and print to a two-way exchange, in which everyone has a voice. We can't apply pre-Web 2.0 strategies to the world of social media. Campaigns that use Facebook or Twitter or what-have-you as simply another forum in which to "pitch" an audience are doomed to fail. The value of social media for PR is that it allows us to build relationships (and again, these relationships are meaningful only when we know our goals), and as a result, if we're effective, develop a following that will spread our message further than we could ever do on our own. This touches on an important point that’s as relevant in the field as it is in the education arena. Seasoned PR professionals are often overwhelmed by the technology, as well as the vast array of tools out there. Younger account execs may possess the knowledge and skills to make use of the latest social media tools, but don’t necessarily understand how to use them effectively. The bottom line is that, as with any other communication tool, it’s critical to identify the goals before launching into a campaign. Once we understand what it is we want to accomplish we can select appropriate social media to communicate our message.

A second and related problem is that with the rise of social media, the nature of communication has changed from the one-way messaging of TV, radio and print to a two-way exchange, in which everyone has a voice. We can’t apply pre-Web 2.0 strategies to the world of social media. Campaigns that use Facebook or Twitter or what-have-you as simply another forum in which to “pitch” an audience are doomed to fail. The value of social media for PR is that it allows us to build relationships (and again, these relationships are meaningful only when we know our goals), and as a result, if we’re effective, develop a following that will spread our message further than we could ever do on our own.

]]> By: PR Profs http://www.kayesweetser.com/archives/157/comment-page-1#comment-94852 PR Profs Sat, 07 Mar 2009 00:51:08 +0000 http://www.kayesweetser.com/?p=157#comment-94852 [...] 03 2009 [This was cross-posted on so this is mass [...] [...] 03 2009 [This was cross-posted on so this is mass [...]

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