In the Issues class, we discussed the various concepts of Social Media, including:
1. Multiple Voices - including issues of access. This raises questions about whether or not everyone has access to social media. Questions of literacy are also connected to this.
2. Social media - having a voice gives you power. Are some voices more equal than others is a point to consider here. Influential bloggers like Perez Hilton and the Huffinton post are able to reach many people. But, this got me thinking - how influential are bloggers really? Besides the fact that issues like lack of infrastucture and lack of access to the internet and low literacy levels in parts of the world which may prevent people from accessing blogs, the Echo Chamber may give the impression that bloggers are conversing with the world, when in reality the comments and posts on the blogs are simply bouncing back and fort via links by a few people talking amongst one another.This concept is explored in Naked Conversations by Scoble and Israel (2006), p134 John Wiley and Sons, New Jersey
3. Conversations - Social media allows businesses to have two way conversations with consumers. This live and often unedited form of communication means a loss of control for PR practitioners. The positive side, which makes up for this is the invaluable feedback PR practioners are able to pick up from comments.
Transparency and ettiquette is of utmost importance, especially in reference to blogs.
4. Networks, word of mouth and trust
5. Authenticity and Transparency
6. Amateurs and professionals - in the blogging world, the view is that amateurs are more authentic or credible than professionals. Many people visit blogs, in search of reviews before purchasing a new gadget, or before visiting a restaurant. This is something that PR professionals need to bear in mind, especially when embarking into the 2.0 world . . . while PR professionals or someone working for a company will carry less credibility, its is important that any affiliations are declared. This transparency is ethical, and will also lend credibility to the blog . . .
The rise of citizen journalists have thrown another spanner into these works. The dangers of social media and authenticity are demonstrated by what can go wrong when people who are not trained in journalism and who do not conform to the ethics that trained journalists are indulge in generating news via social media.
Is the public more trusting of amateurs writing the news, or seasoned journalists? While amateurs open up so many opprtunities, with the man in the street capturing shots in Haiti and uploading them to sites like Facebook, the opportunity for false information to spread also comes into the fore. A case in point of this is a citizen journalist spread the news that Rick Astley had died (incorrectly) and the mainstream news picked up the story and carried it as breaking news.
References:
Naked Conversations by Scoble and Israel (2006), p134 John Wiley and Sons, New Jersey
