As a student of public relations I have to read a lot of materials about the practice of public relations, social media and so on. Although I’ve only been in my social media class for four of six weeks so far I feel that I have learned a great deal about the ins and outs of social media. Social media is constantly surprising me. I feel as though it changes so rapidly from one day to the next and if you blink you’ll miss it. It is intimidating, as a senior in college, to be sitting in a class with people who are younger than me and realize that they are much more experienced than I am in the social media realm. If we don’t keep up and keep track we’ll miss opportunities and we must always stay on top of these changes in social media so that we know what works for our organizations and what does not.
In the book “Share This: The Social Media Handbook for PR Professionals” we learn in chapter nineteen about how important tracking the progress of social media is in our organizations. According to author, Richard Bagnall, on pages 164 and 165, there are seven principles of progress. These principles include: setting goals and measuring progress in any PR organization, measure “outputs” over “outcomes,” measure all results of the organization, measuring all media involves “quantity” and “quality,” the value of PR is not defined by Advertising Value Equivalents (AVEs), there is the ability to measure social media and “transparency” and “replicability” are crucial aspects in measuring sound. To be honest, there are parts of these principles that I don’t understand, but as a general viewpoint, I do understand that Bagnall is trying to tell us to keep up with the social media of our organizations by way of measuring the progress of the measures we have taken. That being said, I completely agree. I think that a constant measure of the progress of social media measures done by an organization are what will help any organization reevaluate their social media plan and then continue to be innovative. Without taking a step back to look at the progress that has been made in any situation, how would any of us reach our goals or succeed? Sometimes we have to look at what works and what does not and get rid of what does not work in order to create a comprehensive plan, even if we become attached to what does not work.
In an article on mashable.com by Kurt Wagner, co-founder of Google Sergey Brin admits that he made a mistake in being a part of the creation of Google+ because he is “not a very social person.” The seeming failure of Google+ is a buzzing topic among social medialites so for Brin to admit that he took part in the unpopularity of the Google social media page, is a good step. In PR we learn to take ownership for our failures and in doing so, specifically in the realm of social media, we are able to subsequently measure the success of our techniques. In the case of Google+ it is becoming increasingly apparent that it is not as great as they thought and Brin is suggesting their realization of the matter in his admittance of being anti-social.
In another article on mashable.com, author Armand Valdes discusses a YouTube multi-channel network called “Fullscreen Media” that reaches billions of viewers every month and how they are making plans to leave YouTube and create a Netflix-like channel targeting millenials. In the cause of the measurement of progress, this new avenue for “Fullscreen Media” may prove to be a lot more different than they realize. For starters, they will no longer be on YouTube, which is the place that created their success and furthermore, they are accustomed to the ways of social media, whereas a network like Netflix or Hulu may actually close them off to their current subscribers, especially if they plan to charge a monthly or yearly fee. I’m sure that “Fullscreen Media” will have a lot of progress measuring to do after implementing this new idea.
We measure our successes and failures in every day life and as a part of an organization that takes part in social media I can understand the validity here. We need to make sure that our organizations are constantly up to date and making changes where necessary. Sometimes admitting defeat or failure is difficult, but more often than not it is necessary.
Bagnall, R. (2013). Chapter 19. Share This Too More Social Media Solutions for PR Professionals. (). Somerset, NJ, USA: Wiley.
Valdes, A. (2014, May 28). Fullscreen Media to Launch New Premium Video Platform.Mashable. Retrieved May 28, 2014, from http://mashable.com/2014/05/28/fullscreen-video-platform/
Wagner, K. (2014, May 28). ‘I’m Not Very Social’: Sergey Brin Admits His Google+ Mistake.Mashable. Retrieved May 28, 2014, from http://mashable.com/2014/05/28/sergey-brin-google/