Last week the Sydney Morning Herald called it Facebook for Nice People and explained how it allows you to create pinboards for the things that interest you. It allows you to have multiple pinboards that you can add your favourite things to.  The article calls it ‘virtual scrapbooking’ just like tearing interesting articles and photographs from newspapers and magazines and sharing them with friends.

I am not going to outline how it works, because that is something that people need to discover for themselves. Instead, I am going to give some reasons why from my initial review companies and organisations may need to be aware of it, and could start to benefit from it.

One of the key elements of social networks is how they allow ideas, images and thoughts to be shared and circulated around the world. This is what Pinterest allows you to do. If you like what someone has pinned then you can ‘repin’ it and add it to your board. In that way images and thoughts could be shared and if they are particularly interesting to people they could go viral. If you are a communication professional this could be an opportunity for people to promote your products, highlighting what they like and encouraging others to take a look. However, if it is something they don’t like could they share it through boards?

Boards can be used to share ideas. You can start a board and then allow others to post on it. Imagine if you have an idea for an event and you want people to provide their thoughts and ideas. It could become a virtual ‘brainstorming’ session without the many emails asking for views all the ideas are in one place for people to review. So, if you are launching a product why not allow others to give their ideas and thoughts. Why not create a board for it?

Some businesses have already spotted the opportunity to have a Pinterest catalogue with images that when clicked on will take someone to a website where they can buy that product. It lends itself to this sort of activity although in my short time with it, that use is mainly by small businesses and individuals. It can help to spread the message about a small business in a way they have struggled to achieve when trying to battle the multi-million pound companies.

For communication professionals and anyone working in such environments it could become an online encyclopedia of images, ideas and thoughts to spark creativity and get people to think about a new way of doing things. Perhaps you could use it with your team.

Unlike other networks you can use Pinterest for your own thoughts and ideas. You don’t need to share it, which means you can focus on what matters to you. You can create boards of things that are just for you and if other people like it then that is a bonus.

The network has only been open to the public since August 2011 so it appears to be one of the fastest growing social networks. I am still in the early stages of using it and seeing what it might bring to my work and private lives. The good thing is that it is already doing what it set out to – making me think, look at others ideas, and get some creative thoughts of my own.

It is not just the growth of online communication, particularly social media. We are seeing a huge change in the way news is delivered, a changing place for the newspaper and the 24 hour news channels. People are making their views about companies and products known in a way never before seen. This means you could face a crisis at the click of a mouse or the touch of a Smartphone.

We are living in a world of change. It is something that is exciting and presents a huge amount of opportunities. More opportunities than have been seen in recent years. And yet still some people are too cautious, concerned or possibly lazy to invest time to keep on top of what the developments are. I don’t underestimate the time you need to spend to keep abreast of the latest news and technological updates. But given the current challenging work environment why would anyone want to put themselves at the back of the queue because they haven’t kept up-to-date with the latest developments.

Communication is in a state of turmoil and some previously untouchable aspects are now finding their authority challenged. Just a few years ago, who would have thought that the work of the journalist would be torn apart and examined in such detail? Who would have thought that people would be raising queries and demanding answers of organisations through social networks? Who would have thought that technology would allow us to do so much in such good quality while on the move?

In a nutshell there are three things that are essential to understand and to monitor for any communication professional.

1. Social networks – some may arrive, some may stay and some may disappear. Keep in touch with what they are, what they offer, and what the norms and conventions of the networks are.

2. Journalists and the changing role of news media – check the developments that are reported in the Leveson inquiry and what the recommendations about monitoring of the media bring. Do you know where to find breaking news?

3. Technology and new devices – every month there is another upgrade or development to iPads, Smartphones and computers. Every device can make a change to the communication that takes place. Do you know what the latest devices can do and what software is available?

If there is one thing I want people to take away from this blog, it is a commitment and determination to bring themselves up-to-date with what is happening around us. Communication is changing. It isn’t all the same and it is up to us as individuals to keep our eyes open.

One of the biggest challenges facing communication professionals is how to have a constant plan to manage reputation while finding the opportunities to do innovative and creative work. We can get bogged down in the daily grind of keeping communication on an even keel. We need to lift our heads to read the road ahead. At the same time, the financial crisis affecting most businesses has changed the way the world looks. Much like the blanket of snow makes everything look very different.

Driving in the snow takes extra thought and care, as well as a clear understanding of where you are going and the route you want to take. It is the same for communication. You need a clear plan and to know where you are aiming to get to. But also you need to know that the vehicle you are travelling in is fit for the journey ahead. For me, that means ensuring you have the right skills for the activity ahead. There is another blog for me about the PR professionals who fail to keep themselves up-to-date with the latest developments in modern life, so let’s leave that discussion there.

Back to the snow. When you drive in those conditions you have to take it easy and avoid rushing or making any sudden movements that might take you off course. Much like everyday communication it is about consistency and making sure you get the basics right. Keeping a steady pace, reading the road ahead and ensuring you are in the right gear. But then the snow eases and there is a patch of clear road ahead. That is when you can accelerate and try something different. It is your chance to be creative to drive differently with a bit more speed or even to take a slightly different route. Those are the conditions we need to create within our work if we want to have the space to innovate. The chance to put our foot down without risk of spinning off and into a ditch.

So as we sit warm inside our homes and watch the snow falling it is worth considering how we can all take the opportunities in our communication roles that the road ahead brings. How can we keep doing the basics to ensure we remain mobile? More importantly are we able to take advantage of the space we may have for that big event? And when the snow clears will we have learned something new, something to improve our vehicle or alter our route? The opportunities are in our hands.

But perhaps of more impact on public relations has been the rise and rise of the digital world and social networks. They have necessitated a complete review of communication plans, public relations activity and marketing. Around five years ago the only element of technology that had really had an impact on public relations work was the website. Every company, business and organisation had to have one, and it had to provide as much information as possible. Now with the growth of social networks and the expanding online world that gives us access to so much, and draws us together in communities of interest, the digital world is critical. It is so much more than a website.

The question I have been considering this week is just how much the digital world has impacted on traditional public relations? Is PR in 2012 now just about digital?

Public relations campaigns historically involved advertising, costly print runs and targeted events to spread the message. Previous governments were seen to spend large amounts of money on public relations and campaigns to promote new schemes or initiatives. Alongside all that work was the traditional media relations work to secure coverage for the initiative or new product in the media.

In 2012 we no longer have the money or resources to develop expensive campaigns and each week we see the traditional media shrinking as newspapers close or journalists are made redundant. The public sector is also reducing, and for those in communication roles there is no longer the funding for PR campaigns. But there is still information to be publicised and new products to be promoted. That is where the digital developments have stepped in to support communication professionals in their changing world.

The expansion in social networks and the developments in technology mean we can all access information in many ways, on the move and we can be selective about what we receive. Nearly all of us have access to a Smartphone, iPad, iPhone or mobile data. PR campaigns, some professionals have said, are now all about the digital and to separate the two elements is to restrict your creativity and innovation. For those who are embracing the changing world there are many opportunities that exist today.

Targeting and developing communities, is now something that can be more easily done online. You can create a buzz about a new product or service by some carefully developed digital campaign activity. And building connections across all your digital platforms will maximise the impact you can have. With dwindling, on non-existent, budgets is digital the only game in town for public relations?

I have to say from my current perspective I can see public relations in the coming years mainly being delivered using digital methods. There is no budget for advertising, no money to fund print runs of leaflets or posters, no cash for expensive campaign launches. All we have in the armory are the continued relationships with the media and the digital developments. So, PR in 2012 is about maximising the digital opportunities and continuing to work with the remaining media. To get the most for your communication PR and digital must be together.  But what do you think?

While obviously that small element of advice in the report became an interesting angle for the reporters it fails to grasp the fundamental points in the document. At the heart of the report is a recognition that the media no longer are the only game in town. There are so many opportunities to have direct communication with people using social networks, as well as to invest in your staff with strong internal communication.

It also includes a thread throughout which is about the importance of honesty within communication and the role of leadership in disseminating that message throughout the organisation. Honesty does not mean that there is no role for the communication professional, but it does mean that role is changing and is about helping to open up the organisation. The report does recognise that organisations have to accept that there will be negative headlines, and when they have done wrong they need to apologise and show how they are moving on.

Much of the report may seem to be about simple elements of communication, such as maximising the opportunities of social media or investing in internal communication, recognising the impact national media can have, and developing relationships with local media. However, many working in police communication have lost sight of the purpose of what they do and why they do it. They have been sidetracked by the pressure from senior staff to prevent any negative headlines for fearing an impact on public confidence, and the concern about legal issues they face in communicating about ongoing investigations.

Sometimes we can all benefit from going back to basics, reconnecting with what is at the heart of good communication and the purpose communication has within our organisation or business. It is about looking again at the foundations upon which we build our communication strategies and plan. Are they strong enough? Are they made of the right materials for 2012? Are we using the best process to build and test our foundations?

The Filkin report may have been written for the Metropolitan Police but it has some key messages for everyone working in police communication, but also for all PR and communication professionals. Remember the importance of the basics, and of course honesty.

In thinking about my personal position it made me wonder whether communication teams and organisations should use the New Year to make their own resolutions? And if they do what might they include. So, as a starting point I have detailed six possible resolutions for 2012.

1. We must invest in communication with our people 

We are facing another tough year with reduced budgets and an uncertain time for the workforce. As funds for communication are stretched even further, we should not reduce the focus on sharing messages internally. This is a time when we need to invest in internal communication. Each of the people working within an organisation are potential ambassadors for the company, or they could be organisational terrorists. Staff have a huge amount of power at their fingertips as they can use social networks to spread their views of the company around the world. So in 2012 we must redouble efforts  to ensure the workforce feel they have some control by providing them with knowledge about the future.

2. We should add social media into our communication mix

Any organisation that has not yet seen the opportunities that exist in using social networks must make the coming year the time to change. Social media is now almost mainstream as a form of communication. News is being broken on Twitter every day, and Facebook is becoming a place where news, views and updates are shared. I have written many times about the importance of acting now and investing in this aspect of communication. Invest in developing social media now and by the end of 2012 you should be reaping the rewards.

3. We should exploit the opportunities from the use of video and photography

With the growth of social media has come the increased emphasis on visual communication.  Video and photography can now say much more than words and they can do it around the world in an instant. More and more people are using tablet computers which allow much easier and quicker access to video and photography. If you want to say something, either to customers or to your workforce, why not do it through a video message. You can show people what they should be doing, or illustrate a new product or initiative making it real for people.

4. We must do things because they add value

Innovation, innovation, innovation. It is what people are striving for every day when they are working in communication roles. And while creativity and new initiatives are important, we must ensure that they are always adding value to achieving the organisations goals. If the activity is not supporting the company’s priorities then we should question why we are investing scarce time and resources into doing it. Of course, this requires an investment in evaluation of communication efforts so that we know what works and why.

5. Our messages should be clear and consistent

It may sound simple as a resolution but it is probably the thing that is challenged the most in communication. The world is moving faster than ever and for communicators that is a huge problem. We often risk losing a clear and consistent message about what the business stands for and is about. We risk losing that clear message both with customers and with our workforce. In 2012, people need a clarity of message and that message should be something that does not change with the seasons.

6. We should take some risks and try new things

In resolution four we talked about doing things because they add value and a priority for trying new things may seem to be at odds with that. It isn’t. The thing that will elevate communication from the pedestrian into the cutting edge, is for communication teams to be given the opportunity and support to try new things and take risks. They need to see opportunities and exploit them without feeling held back by bureaucracy. They need to be liberated from working in the realms of the word factory to be able to take time to do something different. Sometimes things will work and sometimes they may not but the outcome will be improvements in communication as new techniques are tried. We cannot and must not stagnate.

New Year resolutions may be something people break very quickly and this is often because we pay lip service to them. We talk about going to the gym or losing weight but don’t really mean it. When we look at some resolutions for our organisations then they have to be things that we mean, things that we can get behind and really make happen. When we get to the end of 2012 will we be able to look back on our achievements and say we have moved forward and made a difference with our communication?

Among the results from the study by the Ethics Resource Centre are that:

• social networkers are more likely to reveal information about what happens at work when they are online
• 42 per cent felt it was acceptable to blog or tweet negatively about their company or colleagues
• a huge 72 per cent said they plan to change employers within the next five years

It may be an American study but it raises some interesting questions for businesses and organisations. With the blurring between personal and professional life what advice, support and training is available for staff who may be using social media? Is it something that is actively encouraged, discouraged or ignored? Staff engaged in social media can be a huge asset to an organisation. If they are content, satisfied and feel able to get involved then they will be able to present a positive image of the organisation whether that is at work or when online.

If they understand the boundaries, and those boundaries are reasonable and not Draconian, then they will avoid leaking information that may compromise the business. This is 2012 and social media is becoming as much a part of every day life as the telephone or sending an email. Can businesses really try to ‘gag’ their employees, or tell themselves the online world does not exist?

I was stunned to read about the controls being placed on the Olympic volunteers working in London this year. According to the BBC report social media is managed by the communication team, and the article states:

“It says (the LOCOG guidance) Games Makers should remember to avoid making any public statement on any subject relating to London 2012 without the prior approval of the Locog Communications team – including agreeing to attend any event to speak about any aspect of London 2012.”

These strict rules are surely going to be impossible to impose. How will they monitor all the thousands of people linked to, or working on, elements of the Olympics? What will they do if people are communicating through social networks without authorisation? Can such censorship be able to survive in 2012?

So if we go back to the American study, we have to remember that if the staff using social networks feel so empowered that they will discuss their work we must invest in employee relations and communication. And rather than see social media as something that must be controlled and censored, why not embrace it as a way to help promote the positive elements of the company or business. In 2012, these active social media users could be a businesses most powerful asset.

I have narrowed it down to five events that have occurred during 2011 and have had a significant impact on people. Whether that is good or bad I am not going to judge, I will leave that for you to decide. Others, I am sure, will disagree with the choices I have made but that is why I have titled this ‘my year in social media’.

1. Arab Spring

It actually began in December 2010 but in the early part of 2011 became the most talked about subject. In short it was a series of protests and demonstrations against governments and regimes that spread across the Middle East and North Africa. Many have spoken about how these protests and groups were mobilised using social media. Whatever sparked it, the actions led to governments falling and leaders being ousted. Information was shared through social media which gave many a voice. This mobilisation of individuals seen in the next of my five events, the disorder, or riots, in the UK in August.

2. August Disorder in the UK

In August, many of the cities and towns in the UK saw disorder, looting and lawlessness on their streets. It was the first time for many years that such widespread civil unrest had been seen, and it spread in a wave across the country starting in London. Initially, politicians and others were keen to criticise social networks for helping the rioters to wreak havoc on the streets. However, in the aftermath it was clear that the social networks had allowed immediate conversations to take place between concerned people and the police allowing communities to be reassured. Networks were also instrumental in getting people together to clean up the streets and join together to show their support for their area. It was the first time social media was active in a large-scale major incident or emergency situation and I have called it a ‘game-changer’ with emergency plans being torn up and re-written. The importance of social media was in no doubt as it gave people a voice.

3. Google + Arrives

A new network appeared and has been hailed as a potentially major player for the future. Google+ was unveiled in summer this year. The idea is a good one and I can see possibilities it has. However, for me it doesn’t quite live up to the billing it has been given. I can’t yet see it sat alongside Facebook and Twitter. I do hope that in 2012 I can find a place for it in my day and if anyone can convince me of its benefits I would be very welcome.

4. Eurozone crisis and financial meltdown

There has been a daily bombardment of messages and reports about the Eurozone crisis and the financial problems in the UK. This has played out through the media headlines as well as through social media. One of the other critical elements is the impact the financial situation is having on communication budgets. Public sector communications has seen a huge change in the past year. As budgets have been shrinking there has been even more pressure on communicators to find innovative and no or low-cost ways of delivering key information. In the coming year there will be more focus on the return on investment from communication spend and to show the reach and results achieved. As many keep saying, it will be a challenging time in 2012.

5. Levenson and Phone Hacking

Everyday there have been new stories emerging or headlines appearing about phone hacking or other concerns about the role of the journalist. Reporters will say they are searching for the truth and holding big corporations and bodies to account. This role is now being challenged both by the Levenson inquiry and what it reports, and also by the role ordinary people want to take in becoming ‘citizen journalists’. More people are using social networks and blogging – becoming the reporters of local news and events. It will be interesting to watch the developments during 2012 and I am not sure anyone knows what the next chapter looks like.

This has been an eventful year and one that many have said has changed lives. Speaking personally, I have seen and felt the impact of many of the incidents. It has given me additional knowledge and skills, but as with all such things has brought challenges and an amount of pain. The key for 2012 is to build on what has worked well and to seize opportunities when they arise. So all that remains to say is  - a happy new year to everyone.

1. Social users
Many people start using social media to meet up with friends and share details of what they are doing. This is seen with most of the Facebook use. Twitter does present a way to quickly expand your network of friends by identifying those with similar interests or who are already connected to your friends. The use of social networks for this group is for entertainment and fun rather than with any set aim or business objective in mind.

2. Promotional use
Companies and organisations often decide to use social media as an extension of public relations and advertising activity. The aim being to continue to promote the brand and the product with those using social networking sites. Often there may be little attempt to engage in conversations but a lot of messages about the product or service will be pushed to potential customers.

3. Build business
As an extension of the use of social networks for pure promotion purposes some companies have identified the opportunities to grow and build the business through social networks. They aim to do more than just push a product or service, and try to engage with people to encourage them to get involved. Expanding the network for the business is done through talking to new customers.

4. Maintain business
But as well as talking to new customers you need to keep conversing with current ones, and that is where social networks can maintain business. In the tough economic times we currently face keeping in touch with loyal customers is essential. There is nothing more frustrating than when the best deals are saved for new customers only, and the same is true on social media. If you go in search of new business at the expenses of existing customers you risk damaging your company.

5. Finding ‘experts’
Finally, there are many, like me, who use social networks to connect with experts to share ideas, information and advice. Social networks allow me to make contact with people working in similar roles across the UK and abroad. I can understand their viewpoint and approach through direct conversations. And it doesn’t matter what subject I may want some information about, there is always someone available to give some advice. In short, it provides me with a large network that can provide support as well as help to expand my knowledge.

So, for my friend considering whether to make a move into using social media the real question to answer is what category do you fall into? What is the driver behind you wanting to join social networks? Social networks have a lot to give if you know why and how you are using them.

This is my last blog before Christmas so a very merry Christmas to everyone who has read or commented on my blogs during the year.

It charts the developments that have taken place since 2008 when the first police forces in the UK started using the social networking site. The aim of the research paper as stated, was to address three questions:

1. How are police forces using social media as part of their engagement strategy?
2. What evidence is there of success, and in particular, is the police use of social media creating new forms of engagement with the public?
3. Is the use of social media disruptive of existing culture and organisations in police forces or does it tend to reflect or even reinforce them?

All these are interesting discussion points and depending on your involvement in communication, policing or the public sector you will have a specific view. Crump concludes from viewing ‘the most active accounts’ that “exchanges within networks are infrequent and the nature of Twitter means that conversations are difficult to join (because they are only semi-visible). In many cases one-way broadcasting of requests for information dominates other comment.”

I can’t agree with that conclusion. There are many cases where a Twitter chat takes place and involves anyone who wants to take part and has a view about the subject matter. This can be seen with the interactive #commschat on Monday evenings where discussions regularly take place and there are many others. Police use of Twitter, at least within Greater Manchester Police, has always been centered around two-way conversations and ensuring that engagement takes place. It is what makes the social network more than just a way of broadcasting messages and elevates it beyond the news release.

Crump does recognise the benefits Twitter has in times of operational policing activity including the August disorder and even the GMP24 Twitter day back in October 2010. It provides a way of putting out frequent news updates, tackling rumours and providing public service announcements. On this I think most people can agree. The use of social media during major incidents, as with the disorder, has huge positives that can overshadow the negative elements if entered into in the right way.

Twitter, as with other social networks, has its power in the transparency and openness of the interaction and the analysis by Crump is quite right to highlight the challenges that brings to police forces. But he goes on to assert that this challenge means that real engagement is not really taking place. Crump states:

“It is hard to see that Twitter will become a platform for discourse about neighbourhood policing priorities.”

However, I am seeing that happen now with the many police neighbourhood teams that are using Twitter. They ask people for views, concerns and issues and highlight what the priorities are, and yes, this is about a dialogue taking place.

The final words of the research paper are:

“As for accountability and engagement, it seems likely that Twitter’s strength will be as a means of publicising issues and conversations that will take place elsewhere, whether in other online fora such as virtual beat meetings, or perhaps on Facebook, or in public meetings.”

For me, this cannot be the ultimate aim for the use of Twitter by police forces. The social network provides a way of developing contacts and acts as an introduction to further face-to-face and online meetings. But that is more than just publicising other avenues for communication, it is about having conversations through the social network. These can be really productive conversations and above all Twitter gives people a voice, whoever they are.

The opportunities of Twitter are only just starting to be realised by police forces and there is still more that can be done. It would be wrong and short-sighted of people to pigeonhole Twitter and to not keep pushing the boundaries to see what can be achieved by using it. The research by Jeremy Crump makes some interesting points, but above all it has made me more determined to squeeze more out of the corporate use of Twitter to prove what it can bring to organisations.

Twitter