In the classic film, The Graduate, Dustin Hoffman’s Benjamin Braddock is advised that he should think about his future. “One word: plastics.”
If remade in 2011, the poolside whisper would likely reference – social media channels. Social media (SM) that is – Twitter, Facebook, YouTube, Flickr and many more.
However, before diving into the world of tweets, friends and followers, users must be properly briefed. When thoughtfully applied as a trigger to broader communications messaging, SM can positively motivate the passive, influence consumers and shape political agendas.
It should also be noted that SM can also be to communications messaging what rolling thunderstorms are to a summer afternoon: immediate, torrential and potentially devastating.
I offer the New York Times of June 6, 2011, and two stories appearing on section covers that can be directly tied to the reward and risk of social media.
The Business section featured the story of a man who for nearly a generation has been committed to the idea that technology should be viewed as any other household appliance. Social media channels were buzzing when he stood in his trademark mock turtleneck to introduce a new service that would ease the problem of synching the storage systems of various electronic devices.
Apple Unveils ‘Cloud’ Music and Storage Service
Just below the most recognizable masthead in publishing, was the story and photograph of another social-media user. An individual previously characterized as a sophisticated and worldly communicator. Social media put him on the front page…
Weiner Admits He Sent Lewd Photos; Says He Won’t Resign
Beware social media devotees. Both sides of the sword can be sharp.
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Paul Larrabee leads Corning Place Communications, an Albany-based firm specializing in media relations, strategic communications, public affairs and social media and emerging digital opportunities.