Where, oh where, has the blogosphere gone? With a final semester of college focused on the latest and greatest in social media do and do-nots nearly a year away, I seem to have lost some of my blogging fire. I’m not staying up-to-date on my feeds… not the ones focused on PR or marketing or the ones about the hottest travel destinations… I’m not staying on top of my own blog posts, and I’m not even staying on top of blogging opportunities for clients.
Whoops.
This week I was asked to help with Web copywriting for a client hoping to incorporate online resources as a tool within its new Web site. Not just an area for links to latest trade publication stories, but a section dedicated to all online resources… white papers, journal articles, industry trend reports and… da da da daaa… blogs.
It upsets me that the request took me by surprise. I am constantly scanning my Cision media hits and trade publications to stay on top of the latest trends, learning as much as I can about the client and its competition and diligently searching for media opportunities. Although I luck into the occasional relevant blog post returned at the bottom of all my scheduled Google Alerts, I haven’t been making a conscious effort.
How did this apathy occur? Well, it started with me blaming my life in general, making excuses about being too busy. It takes time to sit down and read through posts, leave thoughtful comments, follow interesting and helpful links and dedicate brain cells to retaining some of the information. Who has time for that? It continued with my dedication to serving clients quickly and continuously exactly what they want and not pushing back and making recommendations about what I think they need. I mean, as an AAE, can I really be so forward as to start suggesting my own social media strategies for clients? As you may have read in my past posts, that notion is bogus considering all of the input and involvement I’ve been so lucky to have with and on behalf of my clients since beginning this job last September.
All of the excuses and laziness have brought me to the pivotal realization that I really just haven’t been caring enough. It’s not that I don’t understand the importance of social media, or that I’m unable to convince clients of its worth, it’s simply that I have been neglectful.
Lesson learned!
As I’ve been dedicating time to catching up, not only for my clients, but for myself, I’m looking forward to an upcoming opportunity to revive some of my blogging gusto. Boy, am I ever a proud alumna. KSU and the Akron Chapter of PRSA have teamed up to offer a Social Media Bootcamp. I’m going to relearn quite a bit of what I’ve laid aside and learn how, moving forward, I can jump back into the online conversations.
I can’t wait to get whipped back into shape.
Two things, Heather — one a caution, one an encouragement.
First the caution: While social media are a growing part of the communication mix — and we must pay close attention — we also must be careful not to lose ourselves and our perspective in Web 2.0. Many of our clients still need sell sheets, news releases and mainstream media exposure to be successful. Some don’t blog and probably never will blog. Social media should be part of the strategy when appropriate, and as a Web 2.0 native, you are well positioned to lead the charge and explain the benefits — or lack of them.
Now the encouragement. You’d be surprised how much a newbie can bring to the table when he or she has social media awareness and savvy. I recall just a few semesters ago when Aussie Paull Young (still on your blogroll, I see) was fresh out of college and making his worldwide social media tour. Today, Paull’s contributions to the clients of Converseon are hardly at the junior level.
Fact is, a lot of folks over the age of 30 don’t get social media because they haven’t done them. So they’re are turning to the “kids” like you who have this knowledge. Don’t be shy in giving them your thoughts (but I know you won’t be!) A
I, too, have trouble keeping up with the feeder. I set aside an hour midweek and an hour on the weekends. Most of the content I just scan, paying special attention to the posts others are talking about. And read the books and the blogs of the leaders in Web 2.0.