PR pros are naturals at conversation and relationship building. So, it’s no surprise that Dave Meerman Scott adapted many of his rules of PR to social channels.
World Wide Rave, one of Scott’s latest books, shares his ideas for adapting communication strategies to come alive on social networks. The tactics shared by Scott are straight forward and easy to apply. The challenge, he contends, is the state of mind that traditional marketers need to cultivate.
“Many of the easy techniques for triggering a World Wide Rave are the exact opposite of what you’ve learned on the job or in school,” Scott said. Stop selling and share good content. Lighten up. Start conversations. Give up control. Go the distance. These characteristics are ingrained in PR-based communications.
Scott’s prescription for successful social media is easy. Filling isn’t — because its more about doing 1,000 little things differently than doing a single thing correctly. As such, World Wide Rave isn’t a book of big ideas. It’s a pocket guide of practical ‘getting started’ examples and ideas for communicators. Firmly-rooted in traditional PR, none of the tactics described in the book will propel your brand to new heights — but they’ll get you operating in social communities with competence and confidence.
PR is a good foundation for social media. This may be why according to the 2009 Communication and Public Relations GAP study, companies put PR in charge of 81%-100% of social media budgets instead of marketing. More than 25% of respondents said marketing has no budgetary control at all of social media. Nearly 22% said marketing had no strategic control of social media.
One of the biggest challenges for traditional marketers is maintaining the integrity and personality of social media channels. These new channels don’t replace selling. They don’t replace marketing. However, when they are implemented correctly, social media tactics make selling easier by building credibility and marketing tactics more impactful by giving them relevance.
Scott’s ‘world wide rave’ isn’t about becoming an overnight success or hosting an online party. It’s about becoming a brand, over time, that people rave about.
How to Rave
Everything you need to know about dancing at a Rave party. Now, get out there and ‘wash the laundry.’
About Troy Janisch
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