Again inspired by Nestle's recent social media/PR fiasco, read about that here, here or here, I've been prompted to think about the importance of education and training in social media for organisations and communications professionals.
There are countless courses, workshops, seminars, pow-wows etc. dedicated to the better understanding of social media on offer. From the CIPR to publications like Communicate to recruitment agencies like AdLib and let's not forget about the PR Digital Conference, there are plenty of opportunities for social media virgins to get down and dirty with the ins and outs of digital communications.
Does sex sell thoughts on PR issues as well as denim? Hmm...
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So my question for this new and potentially lucrative educational niche is this: is it really worth it?
Echoing a previous post of mine between the divided opinions on the validity of PR degrees and qualification, does having done some official course really make you a social media expert? Will it have any leverage on the CV? Or does just using common sense and an appreciation of professional decorum when it comes to social media enough?
In an article in last week's PR Week, Matt Cartmell wrote about how corporations are increasing emphasis on using social media in their crisis communication strategies.
But it all acts in a Catch-22 fashion because it is also shows how corporations are complaining about how social media is to blame for the defamation of their reputations. A quite significant number of 70% actually!
The biggest success stories of social media done right come from individuals or organisations who just "get it" - they never took a special set of courses or workshops to explain the difference between Digg and Twitter. They dove right in with enthusiasm and a passion to make this exciting new opportunity work for them and their message. Take Stanley Tang for example. He rose to fame at just a tender age of 16 and is now a best-selling author and internet entrepreneur who harnessed social media (amongst other things) to allow him to earn a "comfortable" living working online.
And then there's Mashable's list of 10 of the Smartest Big Brands in Social Media and 40 of the Best Twitter Brands and the People Behind Them. Looks like some people are definitely getting it.
But is that kind of social media success for an individual or organisation taught? Or maybe more importantly, can it be taught?
Would you sign up and pay for an education in social media?
3 comments:
Well, it appears like I already have...to an extent. This course I am doing just now - though not the same as ones ran by CIPR and the like - has been a real education for me. Previously, I knew a bit about social media but had not thought seriously about the potentials it could have.
There is a feeling in society that there are some people in this world who 'get' the internet and appreciate its possibilities and some who don't. These people seem to be able to be great successes without any outward effort.
However, I don't think that those who don't get it won't be able to be successful. For some it is a natural gift, for others it has to be taught. But social media success in PR is no different to success in other mediums, there are just some different rules. And I think the rules can be taught.
Thanks for your insight KJLogue!
You're totally right about being educated in social media as I'm in the same boat, this entire blogging assignment is a lesson to be learned in fact!
I also believe that the benefits of social media can be taught to a certain extent but it takes the determination and true investment of the individual/organisation to fully understand its benefits and risks and make the most of it. I believe that many organisations are still not putting enough emphasis on that aspect.
I think common sense is definitely the biggest part of it. Sure, workshops will help to teach the basics and provide one with a little push (I recently was part of a group session IABC hosted on Twitter for beginners), but as I've witnessed in the real world, in general, is that some things just can't be learned in a book.
I'm always one for education and think we should all try to educate ourselves as much as possible, however that time always comes when one's own discretion, common sense and gut feeling guide direction the best.
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