The Question of Community

Back in October, I wrote a piece on PR losing to advertising for social media. A lot of people brought up a lot of good points (including that there doesn't need to be a fight).

A friend - Kevin A. Barry - noted that the most important part was "this is not PR anymore, but it's community relations." And, well, how true that is and has been.

And, I have been thinking about that for a while - actually going back to TechCrunch 40. This is a long-term, mulled over blog post, thinking about the events and activities that I attend in the Social Media, Web 2.0 world ... and what is the real value of these events?

Part of the issue is that social media is pretty much a misnomer. Many of the people that jump in as gurus or experts or consultants are Bay Area myopic, and think nearly 100 percent of Web 2.0 communities or Social Media communities ... and that ignores the real communities that do matter. And, that also ignores the past communities (Yahoo! Groups, Deja nee Google Groups, AOL - things that are still highly used, but just aren't "cool" enough now). The joke of it all is that if I look at my past career, I have been doing social media outreach for the past ten years ... it was just via message boards and enthusiast Websites.

The interesting twist is that the article in Fast Company calls out the Tipping Point as a false idea when it comes to influencers. I'm not judging if Watts is right or wrong, but the interesting thing is that it is all community based. People do not like to move out of their safety and comfort zone, and try out new communities. But, as PR people, we need to move beyond one into all communities. And be smart about it.

But, forget people - this is a total mindfuck for companies. From start-ups to large corporations, everyone wants to wrap their arms around social media ... but they do not want to spend the time it really does take to do community relations. And, yes, this is community relations, finding the communities that CARE about what your company or product does, and convey that you care just as much about their community and that's why you are approaching them.

Think about that - you have to humanize a corporation; corporations seemed to be able to at least convey some emotion at one point. There were connections that people felt for companies and products, and consumer loyalty. And, it went both ways.

That's the point: Social media is about more than just one community, the social media community: it's about all the verticals and other communities that likely matter more to your client or business.

So below are paragraphs on various communities I have been involved with - and insight and opinions on them. It's about relationships, not just media lists. Something too many people forget, or just don't get.

Photo Industry
I'm going old skool here, but this is how I got my start in PR: Kodak and then Ofoto. And, how did I help build communities for both? Enthusiast Websites. Working with the people that started DP Review or Imaging Resource or Creative Pro or Steve's Digicams. These were the original blogs that covered digital photography, and I was able to build relationships with them for my clients and myself ... to where I still talk to a few of them not because they are contacts, but because I think of them as friends (take notes - it's not just about pitching). I also worked in the Usenet groups, letting them know they could contact me about the latest KPro camera. How? I would join, read and announce occasionally. Not SPAM, just a quick note. See a pattern on how little things change over the years?

Yes, the online community that loves to be mocked by bloggers ... and one that I believe has taken a massive hit because marketing and PR people jumped into a community without looking or learning or experiencing the community. But, now that the marketing firms have left, it is back to the wonderful community that it was to begin with. There are still many active communities in there - the two that come to mind for me are the non-profits, corporations doing education (such as Cisco or IBM) or medical communities for support and education. It's a vibrant community, albeit not as big as it might have appeared with firms jumping in without looking. But, then again, would any business plop down in a community without research? No, but that's cool and Kosher in SL and other online communities?

Web 2.0
Yep, I'm lumping in all of Web 2.0 into one community, as a lot of it is a cult of personality or a cult of blogs. Look at the various blogs that cover the Web 2.0 space, and the followers that they have. At The Crunchies, you had a full Herbst Theater, and then people crashing the after party to the point that it was shut down for a little bit. Or, look at the past TechCrunch parties, and the cult of personality that surrounds Michael Arrington. Yes, he wields power with that blog, and does have influence.

If you have been to any of the Mashable parties, including OpenMashable in San Francisco, you see that the events have been drawing anything from 75 people to about 300 people in San Francisco. And, it's a pretty well read blog.

Plus, you have Read/Write/Web and CenterNetworks and B5 Media and GigaOm. All of these blogs and networks are well read, and have their loyal readers and all break stories. At the end of the day, they can all be under the umbrella of Web 2.0 communities, though. All of them started out in different ways - I still cannot break myself of the habit of thinking of GigaOm as a telco blog - but they have all expanded to cover a wider audience.

My favorite part of the community is Techmeme, though. Despite the recent snark on the algorithm, Techmeme is the cornerstone of the Web 2.0 community and what is being said and written and talked about at the events. While people might not want to admit it, Techmeme does run the news of the community.

Enterprise Irregulars
I include the Enterprise Irregulars (they all have individual blogs, and this is supposed to aggregate those blogs) because I love the geekiness of the enterprise, and I see Twitters and blog posts that seem to ignore this community, and to the point, just not get this community. If you are an enterprise technology, you read this group's group blog ... and you learn. And the best part is that this community is one such that if you do not know them, and do not have their respect, the knives can come out. Shit, I am friends with some of them, and they will still bring out the knives for me if I do not bring the goods. Outreach is only good if the client can deliver, and if they cannot, is it worth your personal reputation?

Public Relations
Okay, I include this because it is such a growing community - a lot of GOOD young PR bloggers that care about PR coming up through the ranks, but unfortunately a growing group of charlatans that are wrapping themselves up in social media with no experience, no skills and no right to counsel clients.

I digress. Through traditional PR and now through blogging, the community has grown and connections have grown, and for me, friendships started and cemented. Plus, meeting people I would have never met and learning of new and smart programs.

I would have never gone to Omaha if not for my blog, nor would I have met Jennifer Windrum at SRA. She reached out to me about something that is for a community that most of the social media people don't think about: everyday people, or in this case, American Idol fans. She showed me what they did tonight on American Idol, and how they are reaching people in that community about the pride of Omaha and their client.

Or, meeting Jason Falls in person, and having him talk to me about a true Twitter project that was better done than anything else I have read or heard about - but reaching an audience that most people don't think about, but is strong as hell: NASCAR and Baja 1000 enthusiasts.

I credit the kids at Auburn - the good kids I wrote of prior - and their instructor, Robert French, for really pushing smart ideas forward, and knowing that it goes beyond blogging.

Social Media
Read Chris Brogan. Read Jeff Pulver (also read him for VoIP). Read Jeremiah Owyang. Read Eric Rice. Read Teresa Valdez Klein. Read Liz Strauss. These people talk (and beyond talking, actually do - a rarity in social media bloggers) about social media and grasp what is going on. Do I agree with everything they write? Of course not, but they are good primers and understand community, and for the most part, do seem to express and talk about more than just one community. But beware the people that wrap themselves up in the flag of community evangelist - quiz them to see if they can talk beyond just Web 2.0.

I wrote about the Health blog community before, and just want to reiterate that it has a different community, one that deserves and needs respect that goes beyond traditional social media outreach. A perfect example of its personal nature is the column that Amy Tenderich of DiabetesMine wrote in Newsweek.

I have written about BlogHer a few times - three, to be exact. And each time what I am trying to convey is that there is no other community like BlogHer.

In Chicago, there were 800+ people that came for the national conference, and another 550 attended in SecondLife. Think about that - 1350 people women (give or take a handful of men) that came together to share ideas and thoughts and views. And, no, the did not all agree with each other, and there were a few good arguments there about race and blogging.

Within the BlogHer community, though, I have been lucky enough to go to three events and meet and convene with MommyBlogger, Foodie Bloggers, Business Bloggers, Social Activism bloggers, Crafters, Political bloggers and more. But, the thing is that it is one big community with a wide variety of interests and thoughts.

Twitter is a microcosm until itself. It has such a wide variety of users - and more outside the circle - that it can be overwhelming to read people's views in 140 characters or less. It is a community - one that actually mirrors the other communities that exist in social media, but one that is harder to communicate with from a brand stand point. How do you get people to friend your corporate Twitter account, unless you are really being part of the conversation and talking/responding? It is a hard balancing act. At least there are ways to search on Twitter now, so you can catch conversations and respond.

Though this was the first year of BlogWorldExpo, the group that Rick Calvert brought together outshined the no-shows and other missteps. IMHO, he should drop the usual suspects because they are just saying the same thing, and keep going with what the show brought that no other show has thus far in social media: the Godbloggers, the Milbloggers and the Political bloggers.

I have never met groups of bloggers that are more committed to what they are writing, more enthusiastic nor more passionate than these three groups. These communities showed what can be done with blogging when it's done from the heart, and rival BlogHer for a great show. Hopefully, this was just the first year of the event.

In respect to space, I did not write about all communities - Digg, Videoblogging, Environmental, Facebook, MySpace, Gossip Blogs, VoIP, etc. - that are just as active and have loyal fan bases. And have their problems and personalities.

And, there are other communities that I am learning more about, such as TechSoup/NetSquared, and the communities that LaughingSquid intersects.

That's the point, though: if you are doing outreach, it is about becoming a part of the community, working with the community, respecting the community. And, the communities are verticals, and are everywhere ... you just have to look and move beyond the insular circle.

Think less media relations, and think more public and community relations.

Technorati Tags: , , , , , , , , ,
  1. Brilliantly said.

    I can't stress enough the importance of young PR pros learning and practicing community relations principles before diving head first into social media. Shiny tools are so enticing. It is the responsibility of middle mangers to not lose sight of our industry foundation, teach the foundation, and be respectful and open to the fresh minds. I fear the embracing of social media by ccompanies is about keeping up with the Jones' and a mass media. Hardly the case.

  2. As expected, this is an outstanding essay. Thank you for including me in your examples.

    I also agree with Lauren that PR skills are a must for a social media marketer, if we want to call it that. I think your theme though cuts through that to say that what PR and social media folks should be calling themselves is "community builder." Some are. Connie Bensen is one that comes to mind.

    Outstanding piece I'm going to send along to my clients and co-workers to read.


  3. Wow! What a huge list of great resources, and what an amazing bit of writing. Thanks for the pointer and also for some of the other great things you pointed out here. Good stuff all around.

  4. Agreed with Brogan, great resources!

  5. Hey Jeremy,

    You are a smart guy. And I'm not just saying that because you mentioned me :)

  6. Be human, because people are at stake.

    And I think you are a smart guy, too... and that's not just because you omitted me!

  7. Public relations, even marketing has always been (should've been, at least) a social science.

    The study of how groups of people behave, often in an effort to predict how they will behave in the future. The social sciences include economics, anthropology, sociology, political science, and aspects of psychology and history.

    While the end result is ultimately about sales and business (unless you're dealing in nonprofits, gov't, but still $$$ is the end result), how you get there is very "relationshipal." Life is a community, so why shouldn't the subsets of life be the same?


  8. As a relatively recent student of the Social Media genre, I find this post to be amazingly to the point and helpful.

    One of the things that is ironic about "Social Media" is how inaccessible it is at first from the standpoint of someone just being introduced to the concept.

    There's an irony to the fact that I've been blogging for 8 years now and interacting "online" since the 80's and BBSing, to Usenet, to various membersites... and yet the term "Social Media" wasn't on my radar until half a year ago.

    Can you explain something to me tho? Why is it that whenever I see a list like this, LiveJournal is noticably absent? It seems to be anathema to anyone writing about these sites - and yet, it's got more of a community aspect than any other blogging site.

    Just curious about your input on that.

    Meanwhile, thanks for some great resources (many of which I've already discovered, some of which I'll be looking at now) and a well-written post on it.

  9. As a young PR guy, it excites me to hear about the changes in PR as it is used on the Web.

    I like the movement towards community relations. I hope to someday become a community manager. For right now, I am learning all I can through absorbing and experimenting with social media.

  10. Superb analysis, Jeremy!

  11. Great post Jeremy. Thank you for the kind words. BlogWorld 2007 was just the first. The 2008 event takes place September 19 - 21 at the Las Vegas Convention Center.

    You are absolutely correct that there are thousands of communities and sub communities within them and they are all important and influential.

    Blog on!
    Rick Calvert
    CEO & Co-founder
    BlogWorld & New Media Expo

  12. Awesome post. Thanks for the great links. I loved your point about community relations, which is often not a corporation's top priority because the ROI is so hard to track (and if you're doing it well, things go smoothly and you don't need it for defensive reasons). What I think is fascinating in the realm of social media (as opposed to traditional community relations) is the impact the new "community relations" can have on the corporate brand - quickly and broadly. Social media (unlike traditional, geographically based, community relations) has the ability to touch customers, vendors/suppliers, analysts, journalists, distributors and lawmakers (locally, nationally and globally) all at the same time. And we touch them with more than just messages crafted carefully in the ivory towers of PR. We touch them with voices and personalities, information and (as you pointed out in a previous post), misinformation. Have we ever had a more 360 degree community to play in?

    So what I wonder for the new brands of the future is how they represent themselves to this community? Employee blogs are a great start (e.g.,, but it's so much more than that. And the PR folks can be a great front too, but they're often too removed from the grist of the business to get deep enough fast enough to carry the full brand message.

    I don't have a solution, though I am thinking on one. Any ideas?

  13. Good stuff.

    I spent 5 years at LEGO doing community work and barely built any tech myself... I worked with the community's existing tools instead. They were free, well populated, and active.

    I'm surprised by how many people are simply unable to comprehend that idea.


  14. Jeremy,

    As many said before, excellent post. From a student's perspective, this was extremely informative.

    While I love social media and learning about its various functions related to PR, it's important to consider relationship building and you really drove this home.

    I am interested to see how social media trends affect the relationship building component of PR and advertising, and how PR professionals use them to reach out to core target groups.

  15. Great post Jeremy...

    I like what you have to say about young PR minds wrapping themselves up in social media.

    I posted about this a few months ago and my opinion has "developed" I guess is a good way to put it.

    Before I talked about how many my age (in college) don't know about social media, but I'm beginning to see that we do know of it, but don't fully understand it.

    Through working with PRSSA and in class, I've seen that many think of social media more of a checklist than an actual community. It seems every situation must have:
    1) A Facebook Group
    2) A Blog...anywhere
    3) Twitter (if someone really wants to show off their social media prowess)

    Not to say there's anything wrong with these methods, but very little thought is going behind them other than "I want everyone to know I exist"

  16. Coming from an advertising background (Account Planning) the close colloboration between account planners, copywriters (and visualizers), PR people, technology people, and more, is just becoming more and more important (in the whole brand experience thing). We all need to be more flexible, more shrewd, and work closer together, in general.

  17. Superb post Jeremy,
    Very comprehensive. Thank you for your thoughtful and open analysis.
    3 cheers for * Pop! *

  18. This was a very good post. With one of the best points being made right up at the top.

    If you aren't going to spend the time to build the relationships, then social media isn't going to work for you.

    That point is becoming more and more clear to me the further into this space I get.

  19. Great stuff Jeremy. I thought the twitter part of your post was especially interesting and relevant for me, given that we're experimenting with Twitter as part of our corp PR program, around events, twit-pitching to reporters, etc. We're learning as we go because I've yet to come across any/many meaningful case studies or best practices around twitter's application to PR (and perhaps I'll learn there's little or none). Well, my expectations already are not high - it is an experitment afterall, but would certainly welcome any comments or a finger in the right direction (not the middle one pls!) around this issue.

    "Twitter is a microcosm until itself. It has such a wide variety of users - and more outside the circle - that it can be overwhelming to read people's views in 140 characters or less. It is a community - one that actually mirrors the other communities that exist in social media, but one that is harder to communicate with from a brand stand point. How do you get people to friend your corporate Twitter account, unless you are really being part of the conversation and talking/responding? It is a hard balancing act. At least there are ways to search on Twitter now, so you can catch conversations and respond."


Post a Comment