Content:  Is it better to look good or feel good?

Okay, so I’m dating myself but Billy Crystal’s old (very old???) SNL character “Fernando” posed the bottom-line question when it comes to social media content.

We have an internal argument at THP (please become an FB fan here) every time we debate things like videos, attachments, pictures, etc. for blogs, websites and social media platforms.  There are some in the group who think these should be works of art, and others (me included) who think some of that quality should be sacrificed for timeliness when it comes to adding content (and providing value) to SM sites like Facebook fan pages and the like.

In the world of Flip cameras, homemade podcasting gear, and built-in web cams, the tolerance for the public at large for perfectly framed and lit video and hiss-free audio has eased a bit.  That tolerance arguably began in the 80’s with MTV as whip pans became the rage, and as the quality has gotten worse, the public has accepted more and more.

As we continue quickly uncover what works and what doesn’t in online community building, one thing is really clear to me:  Content is King.

As PR pros, we are best positioned to provide that content since we are used to providing it in a number of ways.  However, since it is critical to change that content regularly in order to keep the audience engaged, we may need to sacrifice some of the art.

Here’s an example.  It’s a video I shot with my Flip yesterday on my family trip to Henricus.  It’s a Richmond-area historical site and I was asked recently to sit on the board.  I wanted to chronicle my kids’ visit there as a sort of focus group.

The total edit took me less than an hour.  It’s not perfect but it is what has become more than acceptable to populate Facebook fan pages, YouTube channels and the like.

If PR is to lead the SM revolution we as practitioners need to be nibble and provide value to our clients and their targets.  That means changing content on a regular basis to keep the community engaged and providing that content in a cost-effective way.  If not, the programs we recommend for them will fail and we will be accused with the double penalty of not only failing but charging them too much along the way.

We will need to find the happy medium and train ourselves and our colleagues in all the tricks of the trade.  Content is key and those who control it will rule the day (like the Spice in Dune for all you sci-fi geeks out there).

So sorry Fernando, I mean Billy, in this case it is not better to look good.

Maaaarvelous.