"Do we need to start a blog / MySpace page / Flickr account / Insert latest online technology here?" It is the most common question I hear from clients today. The answer: Well, that all depends.
In the PR world, we're all trying to figure out how to leverage the online tools that seem to emerge daily. While these provide powerful opportunities, they can also require a lot of time to implement and come with risks. So, the tools are new, but the methodology to figure them out shouldn't be. In considering your next move online, ask yourself these questions:
- Is my target audience online? Sounds obvious, but it's easy to let the hype push you right past this critical step. If you're aiming for 13- to 17-year-olds, get in the online game quick. If C-level executives are your target, give it a little more thought.
- Does my product or service inspire "fandom"? When people are online, they're focused on their passions. That can mean saving the whales or telling the world CodeIgniter is the greatest Web platform ever invented. What we must do as communicators is take a hard look in the mirror and ask, "Are my customers just customers or are they fans?" If they're fans, consider elevating your online strategy.
- Do I enjoy cliff diving? Okay, so ramping up online isn't that risky, but it will open up your organization to a whole new world of interaction and feedback that brings risk. If you're ready to weather some severe public criticism (and I can't over emphasize "severe" despite the fact you're a terrific company) in exchange for the positive buzz that can be built online, this might be for you. If you operate in a highly regulated or litigious industry or your CEO or Board of Directors isn't ready to welcome the critics with open arms, think again.
Clearly there is a lot more to this topic (view a presentation I recently gave about it for a little more depth). But the bottom line is that online PR programs can yield returns far beyond anything possible with traditional PR or paid media. They can also completely miss the mark after investing thousands and expose your company to criticism and heartache. Which will be your outcome? Well, that all depends.