Social Media Lessons from Peter Shankman

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Recently I had a chance to catch up with Peter Shankman, a well-known figure to many who follow social media. In November 2007, Peter started Help A Reporter Out on Facebook, a service which has evolved into an outlet that brings countless reporters and companies together for press opportunities. I first met Peter in 2009, when he agreed to be interviewed about social media for business by Jim Louderback of Revision3. He brought to his segment a distinct opinion and reserve of knowledge about the space, which you’ll see in the video below. Before you watch the video, check out a recent Q&A we did with Peter.  

Why should business owners be involved with social media?

They shouldn’t. They should be involved with marketing, which can include social media. Saying that businesses should be involved with social media is like saying “businesses should be involved in selling stuff.” Businesses should be involved in marketing but they must not dabble in social media “just because it’s cool.” It needs to generate revenue. Then it’s cool. Businesses should think about revenue, and about the best social media that will work for them. They should not use Twitter just because everyone else is. They should ask where their audience is and go from there to reach new customers.

Can social media take the place of networking?
No. It can help, but nothing’s better than networking in person. You’ll never create a networking party online. Networking should be part of “everything you do, everyone you meet, even the person next to you on an airplane is an opportunity to network.”

Do people *really* listen to social media? How can a company break through the noise?
People are listening to tons of companies and their customers, who are talking about their good and bad interactions with them. The big job and ultimate goal of social media is not for companies to do their own PR, but to get their audience to do it for them. Companies should strive to treat their customers so well that they end up doing their PR for them. Talk to your audience, which will be more than happy to listen to you.

Get some more great info from Peter about social media in this interview:

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I've always been a Peter Shankman fan.  I love his reminder that Social Media isn't about doing your own PR, it's about fostering others to do it for you.  In a real sense, Social Media is an important "Word of Mouth", tool!

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