While Facebook and other SN sites present an easy way for people to connect, authenticity is an issue that keeps coming up. And though Facebook has a tougher policy than other sites, the site isn’t built to be this kind of tool. ProfNet is. When a journalist needs a source, expert or quote asap, they need to cast a wide net towards a trusted audience. When an agency has a story they need to tell, they want to cast a wide net to a large group of vetted journalists. ProfNet has been performing this function incredibly well for over 15 years. It’s a mainstay in the PR community and will continue to be a relied upon tool in your agency’s, and every agency’s, arsenal.

Though Facebook is a great place for all kinds of people to communicate, there are times when forcing a square peg into a round hole isn’t necessary.

Sincerely,
David Weiner, PR Newswire

I think your slow and steady approach is just the road most professionals need to take. My fear is and has been that the eagerness of new Facebook users will increase spam and decrease the utility of the network. I wish everyone would look at the impact they have on an existing or new network before they act. So thank you for being one of ‘em.

I disagree with the notion of having two facebook accounts: one personal and one professional. Even if the person searching can’t see your personal profile, they’ll be able to see that you have one. With the general perception of PR people being not so good (to put it lightly), I’m not sure that’s quite the route to take. Will Smith said in the movie Hitch that people may not want to see the real you all at once, but they do want to see it. That holds true for professional relationships as well.

Goeff, I’m glad you’re one of the few people I’ve heard discussing the longevity of Facebook. (I’m sure other people have, and I just need to upgrade to Ears2.0.) I’m crossing my fingers that Facebook won’t have a surge of spam in the next 3-6 months… I’m sorry, I mean “sponsored” links, posting, emails, etc.

Cheers,
Jany

At the same time, I’m concerned about its longevity in 2-3 years. Will it have staying power? It’s certainly more robust than LinkedIn, but will another network blow it out of the water, like FB did to MySpace?

That being said I think as practitioners we need to be ready for more change. Think liquid (my new mantra!).

One small thing I think we’ll continue to see is how social networks stop using the word friend to describe contacts.

Twitter was first and I think Facebook will also make this move as it migrates from a closed University system to what we know it to be today.

I posted a response to a topic there where journos are wondering if it is ok to friend sources. I told them I think it is and not to get hung up on the name.

Facebook helps journos find sources. It also helps better sources find them. Open profiles help make this happen.

And Facebook is just one node on that network.
Bigger picture? Our challenge of customizing media relations continues to rise as new channels like twitter and fbook are added to a long list. It’s easier than ever to learn about an editor…there are no excuses.

But as our job grows in complexity, clients want to spend less time and money for us to pull it off (seemingly). It’s requiring expectation management and a clear upfront understanding on the part of the client and the agency about how long it takes to make a real, sustained media relations impact (more than one big hit).

Thanks!