Social media is still in the early stages and certain issues are just arising in public relations academic and professional circles. One of the issues that both of my students in my PR Cases class as well as in my online PR class for West Virginia have been actively discussing in class is the role of social media and how it has changed the public relations profession. When you think that everyone can be online and manage their reputation effectively and present themselves in a professional manner to their target audiences – there are many opportunities that arise with this new technology.
However, like all new things, there are always issues and challenges that need to be addressed. For example, what is the impact of social media in a crisis situation? What skills and techniques do PR professionals need to know when they are out on the job market? However, a hot topic that is being talked about in PR is the issue of privacy – how private are we when we are online? What are the proper measures in making sure that the information we are presenting to our “friends” stays with our “friends? There are no set rules right now in terms of privacy – but it is a topic that we need to be talking about in Public Relations – both in academic and practitioner circles.
Thomas Baekdal makes an excellent point in his article on the issue by stating that you are the only person that can decide what to share. I agree with this… to a point. We do have to be aware that anyone that has a phone or camera can take pictures of others and post them online – so a best practice would to always be aware of what are you doing, what you are saying, and how your actions and behavior reflect your reputation both online and offline. My grandfather said that it is best to have one set of manners – and this applies to online and offline behavior. If people are consistent with how they act online and how they interact with others in real life – all is good.
Of course, this issue is not just important to consider for individuals, but for companies as well. I am amazed whenever I go on Facebook or Google and these sites know EXACTLY where I am when I am signed in. These companies are using social media to track what their customers (and other stakeholders) are doing to learn more about what are the issues, interests, and characteristics of these individuals in their online behavior to name a few. Mashable had a good post that discusses this very issue, and made some good suggestions on how customers can protect their privacy online and on social media.
In summary, we are living in an age where people are making decisions based on information that is presented online. If you are posting information that is not professional or damages your reputation – you have to be aware of the consequences. Be proactive in being your own PR person in managing your reputation and being aware that what is online can be viewed by the public. There really are no private settings on the Internet.
Hope you all are having a good day!
Best Wishes,
Karen
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