PR vs. Advertising: Where do we draw the line in the social media space

I was standing in line to get a drink when I struck up a conversation with a student about social media. I really really wish I could remember more of the conversation/debate (the music was loud and the bar must have been about 50 people over capacity) because it has been on my mind all day.

In the Red corner: Final year advertising student Jake (or was it John? perhaps Jack – lets call him J), arguing that advertising owned the social media space.  

In the Blue corner: Yours truely - Miss argue-all-you-like-but-I’m-right PR honours student, asserting that PR owned the social media space.

A large element of PR is segmenting the ‘mass’ into groups with a common stake or interest then targeting these individual groups with a tailored message. To my understanding social media is about allowing people to segment themselves out of the mass into groups. Melbournians are no longer classed as ‘Herald Sun’ readers or ‘Age’ readers’ they can now choose to personalise their news getting updates and stories from across the world on subjects that interest them. Kath wants to know exactly what Britney did next. Ken, however, doesn’t give a flying…he is much more interested in the commentary for next weeks Collingwood/Geelong Clash. Kath gets an update from Hello! Ken gets an RSS feed from Fox sports. 

Facebook is a perfect example of this. My friend recently got engaged – she now has ads pop up on her page for ‘win a naughty hens night’ and ‘bridal boutiques’. I argued this was PR, it is targeting an appropriate message to a very niche audience. J disagrees, ‘Advertising – blatant bloody Advertising’ afterall they did pay to appear on Facebook.  

The more I think about this the more I wonder…

• Are the two disciplines converging?
• Will there be a new hybrid communications disciplines (Pradvertising)?
• Is there a difference between PR and Advertising in social media?
• Is the Internet simply a new canvas to paint ideas on?
• Are bloggers the new Journalists awaiting our pitch?

I understand that in any communications plan social media is only one element of a wider strategy. However, I think it has become somewhat of a buzz word. Where in the not to distant past organisations were cautious about social media and its participatory nature – now they can’t get enough of it. Even if they don’t exactly know what it is or the implications of using it – everyone else is doing it and god forbid we fall behind the spam filled web 2.0 8ball. Its like the new media ‘I’ll have what she’s having’ diet – serve me up an ad on MySpace with some of that pop-up pie on the side…

Arrrgh I’m confused and have to stop procrastinating and write my essay but I will think about it more and finish this post…To be continued

New Media New Beginnings

So I’m back – and I have to admit I’m enjoying being a student again (2 days a week – bliss). I spent 2007 working, travelling, and learning a little about real life in the real world. 2008 is my honours year – Bachelor of Communication (Public Relations) (Honours).

Although I missed being a student (especially whilst working full time), I was worried that after taking a year out, I might find it difficult to go back to study. One week in, and I feel slightly overwhelmed by the workload…I think I underestimated the time commitment required outside of lectures and labs. However, right now I am fully energized and ready tackle the year ahead.

First impressions are that there is a strong focus on new media and social forms of media….much more so then in my bachelors degree. I guess it is a rapidly developing area. A lot has changed since 2006. New media has become much more popular to a mass, mainstream audience. Admittedly, I don’t have much experience in the virtual space (beyond facebook and listening to the occasional PR or Radio National podcast) but it’s definitely something I’m interested in exploring. I think new media is all about the breaking down of the mass into like-minded communities. This will be very important for PR as a discipline which is largely about segregating masses of people into publics and targeting your message at the appropriate group. Anyway – happy and excited to learn more about this.

I think another reason that I’m feeling positive about this year is the level of control I have over my studies. I can take it in whichever direction I please (although I’m not entirely sure which way I want to go yet). At first I was worried about this because it means a lot more ownership and responsibility, but I think I am surrounded by a very supportive group of people and lots of useful resources.

Don’t like the using Macs but I guess I’ll have to adapt – or get my laptop connected to the network.

The subjects are all really fascinating although I’m finding the Communication Revs readings very high level and challenging, unnecessarily overtechnical– but I’ll preserver. I think there is a really good energy in the Research Workshop. I like the Transient Spaces elective lecture content (very interesting in terms of social media) although I think the assessment task will be difficult. But, nothing that is rewarding in life comes easily. I think I’m going to learn some fantastic new skills around website creation and digital media from this elective and will be proud if I can achieve a high mark as it’s a little out of my comfort zone.

All the BComm Hons students have different backgrounds and interests, which is awesome. I think this will help me to think about communications more broadly, as opposed to purely from a PR perspective.

I’m looking forward to getting to know everyone and am optimistic about the year ahead!