PAN Communications prSPEAK

In an effort to attract newer, slightly older crowds MySpace is launching a campaign where users follow an engaged couple and help them plan their wedding. This is supposed to enhance MySpace’s image in hopes of making it a site that’s, “not just for teenagers”.

My feelings are a bit mixed about this idea. Sure, the idea sounds really cool and it is also really timely. With reality TV literally exploding in popularity before our eyes this idea sounds awesome. It’s like interactive reality TV! Also, what girl (which is who they are trying to target) doesn’t love a great wedding show? I am a sucker for ‘Who’s Wedding is it Anyway?” and “Bridezillas” myself. I think the idea of planning someone’s wedding online could be really exciting.

But on the other side, privacy is a huge issue surrounding MySpace. I think the reason why Facebook has gotten a leg up in the social media scene is because it offers a wide range of privacy options as well as a wide range of uses. You can use Facebook for business or for fun. MySpace, to me, seems mostly for fun which is why it attracts a younger crowd.

To attract the slightly older and more mature crowd, I think MySpace should add a professional track to their site. MySpace could become a place where young professionals could digitally network (like on LinkedIn) but still have the option to use MySpace for fun.

However, I am still torn on this issue. What do ya’ll think? Is this a step in the right direction for MySpace or should they take a more professional approach to attracting new users?

Filed under “We Saw This Coming.”  The future of journalism is social, says a new research report conducted by the Society for New Communications Research Symposim (SNCR).  A sneak peek of the final study results (to be released in the spring of 2009) analyzed the effects of social media on journalism and revealed what most of us in PR have known for a while: Millennial journalists won’t leave their facebook pages at the door when they come to work.

In fact, not only won’t they leave their facebook pages alone during work, young journalists are likely to be using facebook for work.  Fully 100 percent of the Millennial respondents to the SNCR’s survey showed they believe “new media and communications tools are enhancing journalism, vs. 40 percent in the 50-64 year old demographic.”   While this disparity isn’t surprising, it is interesting to note respondents were likely trained by the latter group both in college and in the early years of their profession.

If we thought PR has had difficulty adapting to social media, just imagine the chaos today’s in editorial departments.  On the one hand, social media is not-so-slowly strangling the mainstream media’s lifeblood.  On the other, young journalists are cozying up to social media to help them do their jobs.

Key findings of the study include:

* 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic

* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds

* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds

Key findings among all journalists:

* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization.

So it’s not a leap to understand why millennials are turning to social media to help them do their jobs, these tools foster a deeper level of interaction while at the same time broadening one’s reach.  Just as in PR, relationships count for journalists.  Why wouldn’t it make sense for a reporter to directly connect with a source via facebook or LinkedIn?

The challenge on the PR side is for millennials keep up with their journalist peers.  Not long ago I addressed part of this issue and got a great response from Megan Maguire, a millennial working for the Medical Records Institute (link down at the time of this post) here in Boston.    Her point: “older” <ahem> PR professionals have to show the millennials it’s okay to bring their leisure time experience with social media into the workplace.

Where millennials might not have been comfortable doing that before because they thought social media was perceived by management as “toys,” I’m sure I’m not the first to say that’s not the case now (if it ever was).  Young journalists inevitably grow up to be older journalists, and they’re not giving up their social media.  The SNCR’s report underlines the fact that both younger and older PR professionals have to embrace Twitter, facebook, Linked In, blogging, etc. to stay relevant.  If not for yourself, then do it for the kids.

- Joel

Computerworld ran a lengthy article today, discussing whether Facebook or LinkedIn is better for professional use and networking.

Their conclusion? A disappointing draw. It turns out that both Facebook and LinkedIn excel in different scenarios. It all comes down to what you’re looking for.

Many argue that Facebook is really designed for the personal life and LinkedIn for the professional, but Facebook is quietly making changes to its data structure to allow for the concept of “networking.”

What do you think? As a professional networking service, which is better – Facebook or LinkedIn?