You also said in your article that it is wishful thinking that social media will change company communications strategy. I think you are right just because a company blogs does not mean they are having a conversation. Many corporate bloggers do not yet understand how to blog. Those companies that have a large public or customers who give feedback quickly are at an advantage; they learn the benefits and pitfalls of customer blogging. Dell is a good example just as Adobe is.

However, I will say that blogging presents an opportunity for companies to really implement the marketing concept, whether they do or not is up to the company.

I agree with your observations about the prominent media consumed today. That PR Week survey is also summarized at PR Week online. (Subscription may be required.)

I particularly liked how “The survey … compares the media habits of 1,490 Americans with the practices of 500 corporate communications professionals.”

There is also the article about research that polled “219 in-house (PR) professionals, drawing primarily from the technology, consumer products and service, and financial and professional service industries”. What they claim in the results is that “more than half only allocated 1% to 5% of their budget” for research. I’m thinking Stowe is investing about as much and resources in his discussion of this meme. A meme he started, by the way. (That survey distresses me deeply, by the way, regardless of the minimal respondent pool.)

It is the research into your audience (the people) and their choices of preferred media sources that will make or break your campaign.

And we agree – the change is going to come slow. Now, if Stowe could show us solid research we could engage in a more realistic conversation. And, it isn’t like he isn’t seeking the information. You commented on his Making the Case for Corporate Blogging post where he asks to be pointed “especially to quantitative studies, or anything making a solid case for strategic benefit.”

All of the available books – regardless of how good they are, yours and Ted’s and Debbie Weil’s – all the others – notwithstanding, still leave us with too few case studies and research as of today. Much of what is out there is primarily anecdotal for anyone to make a very strong case – at least for universal adoption of blogging.

Let’s not forget that it is still early. It will depend upon circumstances and best practices for the particular environment until we have a significant body of knowledge on the practice.

I am no longer surprised, but still bemused, that the enthusiasts make such sweeping claims. Heck, the term “weblog or blog” is less than 12 years old, or less than 8 years old, depending upon which source you believe.

So, like you, I embrace the idea of exploring blogs and social media – where it will work – and not trying to force it upon all as the uniting communication practice. To claim it has universal applications – as some of the more ebullient enthusiasts do – is truly folly.

Thanks.

Like you, I do agree with some of what Stowe has to say. I’m sure he will agree that this is supposed to be a conversation, but conversations (civil and productive ones, at least) do require that empathetic capability. By that, I mean the willingness to, if only momentarily, detach oneself from firmly held views to understand the environment from all sides.

I don’t know if he will come back to engage, but if the last post is any indicator, it will likely take two weeks. I do hope for a productive exchange of views.

Thanks again, Jesse.

In any case, Stowe hangs much of his argument on the diminishing impact of traditional media. It’s easy to look at declining numbers and herald the end, but the reality is that local TV news, major network news, local newspapers and cable TV news continue to dominate the media people use and trust. Blogs are fifth from the bottom among 16 options (with podcasts second from the bottom).

In a nutshell, three out of four respondents relied on local TV news and newspapers as their most trusted sources for credible information that affects them. Blogs earned a platry 13.4% of the vote. Consumers are four times more likely to use local newspapers than blogs.

An intriguing point is made by Susan Brophy in her analysis of the findings (she’s VP and media strategist with Ketchum). “While it’s more challenging to be a gatekeeper when you’re surrounded by bloggers, traditional media will continue to hold the credibility edge — especially as more ‘citizen journalists’ join the blgging world. It’s going to be even toughere to discern the facts from opinion and faction. And consumers will likely respond by giving even more credibility to traditional media sources.”

I say all this as a blogging/social media evangelist. Those numbers are going to change; a shift is occurring. But the scales will never tip completely; new media do not kill old media and, as Brophy notes, professional journalism will offer reporting that is much closer to objective than one can count on from any given blogger.

As you note, Robert, he tipping of the scale (as far as it will go,) will take time and, as Todd notes, it’s not an either/or proposition. What PR professionals do is determine the most effective means of influencing opinion — usually through sound research — and then develop a plan to use them effectively. Sometimes that will be a press release. Sometimes blogs. Sometimes both. Sometimes neither.

What bothers me is the knee-jerk reaction that says, “All or nothing, my way or the highway.”

Conversations to me imply a rational consideration of alternative points of view.

Either through conscious choice, laziness or some other factor, Stowe is refusing to hold up his end of the conversational bargain by pounding the table about a topic where he has incomplete facts (I’m being kind here using the word “facts” associated with what he’s articulated thus far) and then covering his ears and screaming “la la la la, I can’t hear you” when it’s time for a response.

I don’t know the man and probably shouldn’t be quite this harsh, but until he can acknowledge Todd’s point that this is not an either/or discussion, what’s the point in continuing it?

I recognize that it would be easy to say “well, of course he feels that way, he’s a PR guy.” But the fact of the matter is I don’t entirely disagree with all of Stowe’s points. Unfortunately, his refusal to work from common ground makes it hard to remember that…