We’re Both on Twitter, So We Must be BFFs!
In the age of social media, formalized communication often takes a backseat to more brief, streamlined messaging. This isn’t a bad thing, except when the lines between respectful correspondence vs. too casual communication become blurred, and the “social media besties” mentality starts to take over. While it can be considered a problem -people becoming too chummy before gauging a person’s comfort level – I’d like to take this opportunity to highlight some don’ts for PR pros eager to connect with the movers and shakers to which they may not have had such liberal access before Twitter.
• R.E.S.P.E.C.T – While we all have great contacts with journalists and bloggers alike, the way we built those relationships was by showing an element of respect for and knowledge of their content, pitching style and by taking note of what makes them tick. Twitter’s 140 characters doesn’t mean we throw that approach out the window. I’ve noticed a number of rogue PR folks hounding press with invites to their next events, prodding them to cover their news stories or generally assuming a too familiar tone. That’s the wrong way to get media to notice you and can get you a one-way ticket to the blacklist. How to get noticed in a positive way? Read and retweet their blog posts, comment on their tweets in a personalized but not over-familiar way or even ask them questions about subjects in which they offer an expertise. Tread lightly until you have a good understanding of their comfort levels.
• The Name Drop – I’m sorry, but we’re on to you. We know that the Twitter convo you’ve been carrying on with Alyssa Milano is just a one –way dialogue. I know you’re both Dodger fans and both love pink (actually I don’t know if she likes pink) but girl has 300,000 followers and I’m guessing she might not be as quick as you to schedule that slumber party. You never know when something you tweet might resonate with a celebrity – it’s happened – but there’s a fine line between responding to a tweet and battering anyone, celebrity or non, with umpteen tweets to which you get radio silence (and might be perceived as stalking). I’m sorry, but she’s just not that into you. While Twitter enables us to connect with press, celebrities, and colleagues, remember that one of the best ways to build your community is by sharing ideas with peers, not trying to ingratiate yourself only with the uppercrust.
• It Must be Some Terrible Mistake, But I Forgive You – Visions of sad puppy dogs dance in my head when I see “I tried to DM you but you aren’t following me 
.” Calling a media person out publicly for not following you unless they have requested a direct message is just plain tacky. That’s the beauty of Twitter, we have the opportunity to follow the tweet streams of those we find of interest. As PR people we have an important reason for following press, celebrities, politicians etc… They probably do not see the same value in following us unless we’ve built a relationship. Putting someone on the spot will just create an awkward moment.
Does this sound familiar? Do you think the loudest voice in the room gets the most attention, or do you think it’s best to test the waters on Twitter first? I’d love to hear some examples.
Photo credit: CarbonNYC
The only time I replied to Alyssa Milano, she replied back.
Ha.
During a presentation in NYC, Seth Godin made a similar point. He asked the room, “How many of you are friends with me on Facebook?” Most of the room raised their hands and then he said, “You’re not my friends.”
So much of social media is about building relationships, yet it never ceases to amaze me how many people have such a hard time understanding this.
Enjoyed the post. I was especially excited to learn we’re BFF’s, since we’re both on Twitter.
Andrew,
Thanks for bringing up Seth Godin’s point – great fit.
I agree – a follow doesn’t equal a relationship. You and I connected a long time ago because we like to converse about the same things. That’s a relationship.
Thanks for commenting BFF!
Rachel
But wouldn’t Seth had to have accepted the friendship first? In which case, his argument takes a little nose-dive into the Mississippi…
Rachel, I so agree with you on this. In fact, the post for my blog tomorrow is called “too personal, too fast” — sort of along the same lines. Social media seems to be erasing boundaries that we once held sacred. Social media tools are just that — tools. The “rules” for engagement — such as the ones you point out — haven’t changed!
True story: I had a person once tell me that I should tweet my pitch to Brian Williams. When I tried to explain that that’s not really how it works, it was like I was speaking a foreign language. What PR person would just pick up the phone and call Brian Williams directly? Why on earth would it be smart to “twit-pitch” him?
Love this post — thanks for the reminders.
Heather (@prtini)
Heather,
Interesting that you and I are seeing a very similar trend. Obviously you see why tweet pitching Brian Williams isn’t a good course of action, but it sure surprises me how many PR people don’t! I think it’s an issue of training and experience.
Thanks and I’m off to read your post and sound off!
Rachel
Note to self: Put pitch to Brian Williams on the back burner…
R Kay – Great post. I think the informal tone that SM networks CAN take on a personal level make it harder for people to switch on and off. They don’t realize that they do the same thing with traditional channels, and have been for a long time.
I think people believe it’s “easier” to pitch via Twitter – they know a person will see it, and if they get ignored, it’s probably not the first time. This is the worst approach though – and just another way for bad PR pros to annoy journalists.
Agreed Lauren. I like to use Twitter to build relationships with important reporters. That way when I send them an email, they know me and read it. I secured a great piece of coverage that way. I mentioned in an email that the reporter, who I’d bantered back and forth with on numerous occasions about our mutual music interests, might remember me from Twitter. He said he did and he’d be happy to cover my story. Success!
I have some people to apologize to after reading this post lol
I won’t say who though, that might count as “name-dropping”
Great post!
Thanks!
Twitter is a good tool for media monitoring, and engaging with reporters and bloggers but you smartly point out some of the downfalls. Heather’s right; tools have changed, but not the rules.
One thing I’ve never understood about the PR pitch via Twitter: even though it’s targeted @NameDrop, it’s public and therefore not very exclusive, so I’m not sure how many journalists would take the bait.
Completely agree with you. I’ve never understood the interest in publicly sharing a story idea – no benefit for the reporter or the client!
Great topic, Rachel. One of the first things I learned from #journchat was to build relationships/conversations with media and bloggers where they want to be engaged (not unlike how we should talk to customers, right)? That said, I don’t think we talk enough about what a “pitch on twitter” actually looks and feels like. So thanks for sharing your insights.
Worked with a guy at Sprint who I respect a lot (@jbtaylor) who worked in Public Affairs and still does. Always thought he did a great job using Twitter to talk to media, bloggers and also his peers about issues he had passion for. Often times, his tweets became leads for stories, but I don’t think I ever saw him tweet “hey you should cover this story” or anything like that to his media/blogger contacts.
Justin (@JGoldsborough)
Justin – Yes, I personally don’t think Twitter is the best place for a pitch, but some people do disagree. To me that’s where the build up happens. I’d love to hear from some journalists in their takes.
I have a great example of this, but it’s sort of backwards. Two weeks ago, I attended a PRSA event, and sat at a table with a bunch of wonderful young professionals, just like myself. We chatted and networked, all nice and what not, just like we were supposed to.
When I got on Twitter later that night, I realized the girl I sat across the table from, (and probably had the best, REAL conversation with) was already following me on Twitter – and vice versa.
As in, before the event, before we ever saw each other’s faces, we “knew” one another, but didn’t take advantage of it.
I’m glad I know her voice now, and am equally glad I met her in person. Now if we ever RT one another, at least I know who she “really” is.
Aubrey,
Great example – thanks for sharing! It’s great when Twitter connects us (even though you didn’t know) but then we can move to next level by connecting in real life. I’m traveling to NY next week and will join more than 15 PR people I;ve only met on Twitter for a real life happy hour. I’m so excited!
Rachel
Oh, have fun on your trip! I’m sure it’ll be great, and it’s always so nice to match the face with the tweets. Be safe!
I really hate topics like this because it’s so “either/or”… when in reality there’s a lot more nuances to it than that.
I have, for a long time, advocated we need another term for social media relationships. Yes, you might not be my “friend”, but if you’re reading my Twitter feed or following me you have a lot more likelihood of capturing my time and attention than some random person I meet at a mixer.
I’ve found the opposite true. Especially recently when I was laid off. Sure there’s some folks who I’m only Twitter pals with, but some of them took the time to bug their actual friends and contacts for job leads.
Same is true of some of the bloggers and members of the media I’ve friended on Twitter. Sometimes they’ll pick up a story faster because I’ve been following and responding to other forms of communication.
It’s all a matter of being a real person, not just trying to get your foot in the door. Establishing internet relationships may not be “as good as the real thing” but that’s not to say it’s completely invalid.
Tabitha,
Great points, and I certainly didn’t intend for it to be a black and white issue. While the commenters have raised valid points, what I wanted to get across was that Twitter isn’t an excuse to loose the decorum we’ve always used when approaching press in the past. Let’s face it – the press knows we want something that they can offer, so a little respect can go along way. I do not believe shouting at someone publicly to attend or cover an event is an appropriate way to communicate a story. I think Twitter opens up the opportunity for a less respectful exchange.
I’m not sure where you took from my post that Internet relationships weren’t meaningful, as I certainly didn’t say that. If that were true, I wouldn’t spend so much time nurturing relationships on Twitter. Aside from the media aspect, I consider anyone who approaches me on Twitter to have the upperhand. For example, if I’m hiring and someone messages me about it on Twitter, I’ll almost always give them an interview because I can tell they are paying attention to me. And I cherish some of the great friends I’ve made – some of whom commented above. This post was not about Internet relationships being invalid – it was about not harassing press (or celebrities) on Twitter. Very different.
Thanks for your thoughts!
You’ve made great observations about some of the deceit that lies in the promises of social media. Sure, these devices are ways to broaden relationships, but I think the largest tasks they have the ability to possess is maintaining relationships and staying informed. Twitter should not be used as a tool to beg for relationships…nobody will ever give you a second glance if you take that approach (in real life and on twitter, ha!). Twitter should be used as a reflection of values and RTing celebrity or upper crust figures with similar values is as close as we should get to name dropping. This just reinforces the idea that as long as you use social media to communicate honestly and with your publics’ interests in mind, your values will speak louder than any pleas for attention. Thanks for the blog post, helpful tips PR professionals should be implementing!