Last evening, Jim Eustace of VM Foundry guest lectured my class at the University of Texas at Austin.  We have worked closely with Jim and his team to produce many innovations in social media, including some of the earliest and most creative uses for widgets.  Jim shared a number of case studies with the class, each utilizing a different social media innovation.  When asked what is the key to driving success in these online programs, Jim didn’t hesitate, “Great content!”  

We couldn’t agree more.  So many people are getting caught up and even scared by the technology framework underpinning social media.  That is why we believe it is critical to take the mystery out of the technology so communicators can get back to focusing on what they are good at:  producing great content.  So, here’s a news flash; bad content that utilizes great technology will produce a bad campaign.  Great content will always rule the day.  It really takes many of us back to our days of “pitching” stories to the media.  If all we had to offer was commercial hype, we rarely placed the story.  However, when we could provide content that was relevant to the audience and incorporated our client’s interests, it was magic.  

This is precisely why we believe public relations practitioners are at a distinct advantage in creating compelling campaigns for social media.  We understand the importance of credibility, authenticity and dialogue.  That’s not the first time you’ve heard these words on this blog.