It’s a fad, it’s all a fad

Young woman riding horse in surfTwitter is a fad.

So are Facebook, MySpace, and all the other social media sites.

And so’s the internet (Ha!)

Those familiar with my writing know that at this point I’d find a good definition of fad and see if these sites fit the bill.

But here’s the thing people — it doesn’t matter.

For those of us in the section of this business working directly with our clients’ target audience on behalf of our clients (i.e. those not doing strictly ‘press relations’) for today and tomorrow does it matter that Twitter, any of the other platforms, or social media as a whole are mere drops in the bucket of the history of communications tools and techniques available to reach our audience when compared to the stalwarts of the business — press releases, white papers, byline opportunities, etc?


We can, of course, take the high road and proclaim what the ‘best’ methods of communications to be. But all we’d be doing is listening to each other talk about how smart we are. We might be able to lead the horse to water, but certainly can’t make it drink (and in this instance I’m not even sure we’re leading the horse to water).

The world has changed (then again, if you’re reading this you likely already knew that).

It’s our role, and always has been, to deliver the message to the right audience, not tell them where to listen. If we can achieve that as well, then great. Really though, no one in our business is launching a media platform revolution on their own, or on their client’s dime.

I’m not advocating the abandonment of the tried and true tools.  They’ve each got their role, but to discount social media or go at it half-cocked ignores an audience that’s sitting there waiting for our content, regardless of whether or not it’s where we think they should be.

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