Social media at its basic roots is about the personal touch, right? It’s about the ability to reach out and have our say, to use our voice, to build relationships that we hope have meaning. Can we do that as we rise to taller hills? Can we do that when the masses gather?
Giles Crouch at MediaBadger wrote about The Limits of Corporate Relations in Social Media. It’s a brief but important piece to consider. Here’s my favorite quote:
Once you have a large audience with many people commenting and discussing, you become a â€œBroadcasterâ€ since you are now communicating one to many. The laws of one-to-few or one-to-one change radically. Yet your audience or customers â€œexpectâ€ a personal response.
Giles points out that this is an opportunity, and that there are ways to consider this that would be advantageous to PR companies. Not wrong. And yet, I don’t think it’s just PR companies that will figure out this challenge.
How Does Social Media Scale?
If this is a small-form experience, what does one do when it gets bigger? How will Comcast scale the beauty of Frank Eliason? How does a small army of Connie Bensens come to be? How do you bottle Gary Vaynerchuk?
When blogs become media properties, when people like me are reaching tens of thousands – hundreds of thousands? – is that the same thing?
What do you think?
Photo credit, Maul Aina