Loving or loathing LinkedIn

linkedinI’m in two minds about LinkedIn both personally and professionally. In some ways it is the most irritating of social media networks, but also it can be highly useful.

I tend to feel LinkedIn (the topic of my second January post reflecting on Social Media) doesn’t really know what it is any more and is trying to be a bit of lots of other social media channels, but not necessarily very successfully.

The recent additions of prompted endorsements in my view has undermined the value of this aspect of the site. Yes, written recommendations can still be helpful, but I’m not sure anyone really places much store in them do they? Aren’t they just mates’ puffery?

Other automated ‘updates’ such as job anniversaries I find equally annoying. And most of the group discussions are pretty pointless – or maybe it is just the groups that I’ve joined (and often wish I hadn’t). I reckon most groups are largely dormant or are dominated by a few voices.

I also dislike how many people use LinkedIn in a ‘look at me’ manner which is mainly about self-publicity or promotion of their work, company or activities. Some people I see in group discussions make me laugh with their bragging, especially when they lack any self-recognition that their pomposity in writing about how successful they are is the antithesis of good public relations.

Other people seem to use groups as a lazy short-cut to original research. I don’t mind a good discussion around a topic that is of wider interest, or seeking recommendations for suppliers or such information. But too often I find people are looking for others to do their job for them. And, undoubtedly these types of posts recur frequently. Isn’t there an easy way of people finding previous threads rather than asking the same simplistic questions over and over?

And, I hear so many examples of recruitment companies relying on LinkedIn to find candidates without any knowledge of the competence or qualities of those they trawl up. Mind you, it is amusing to think of the recruiters and boasters finding each other in an ever repeating circuit.

However, LinkedIn does genuinely make accessible dozens of job vacancies and enables you to find – and check out – people for speaking and other employment opportunities. This is where I think LinkedIn does work well i.e. as a professional contact database – which is where it started. Locating and connecting with people you know (and don’t but perhaps could and should) is simple and effective. Yes, too many people still abuse the networking, but they can be ignored quite easily.

For individuals, it is a straightforward way to have an up to date online profile, with both a CV/resume and other useful information. It can be a helpful professional place to share useful information and enable effective online networking particularly with existing contacts. I do find it works in terms of getting faster responses than emails from busy people. For students and young PR practitioners, it can be a good way of establishing contacts especially using its ’6-degrees of separation’ nature.

It is also easy for organisations to set up pages where basic information is often easier to find than on their own websites. A post at Forbes argues companies should encourage all employees to use LinkedIn rather than blocking access. The argument is that employee activity in LinkedIn increases visibility for a company. Actually, the point being made is that employees should be using LinkedIn as ‘brand ambassadors’ and generators of LinkedIn search juice.

Seeing employees as primarily ‘good news’ distributors is cynical and smacks of that terrible concept: internal marketing (which is not the same as employee engagement or internal communications). And, I can’t be alone in envisaging dozens of ‘cut and paste’ corporate posts by individual employees as a great way to annoy lots of people rather than engage them.

A similar questionable attitude is expressed by Dan Schwabel in another Forbes post. He is arguing that you should accept all requests to connect on the basis that this helps increase your Klout score and general profile. Again a quantity over quality focus.

Perhaps what I’m finding irritating about LinkedIn is common among other women as I note from Michal Clements post that women are not using LinkedIn as much or as regularly as men. She argues that this means women may be missing out on the career development and relationship building potential of engaging with LinkedIn. Recruiters using LinkedIn will be missing out on female talent if women are not using the channel as much as male counterparts.

Is it just me? Is LinkedIn operating mainly in a male way that doesn’t engage women? Is it really a useful professional network – and a valued recruitment channel? Does it offer real public relations benefits to organisations or is it another clogged up channel of puff and nonsense?

Using social media to tell a personal PR narrative

social media narrativeThe idea of personal branding as a means of presenting an individual is not new (indeed Tom Peters wrote about it in Fast Company in 1997 – and I examined it here three years ago in Greenbanana brand me). Adoption of social media as an easy online presence has led to acceptance of the concept of personal brand management – indeed, personal reputation management as discussed in this post by Greg Savage from Huffington Post last week.

Karl Nessmann published Personal Branding and the Role of Public Relations in 2010 considering personality PR as an approach for staging, positioning or presenting individuals (celebrities, executives or other people). In the book chapter I wrote providing “The Public Relations Perspective of Promotional Culture“, I used a quote by Samuel Johnson in The Rambler, written in 1751, regarding how:

Every man, however hopeless his pretensions may appear, has some project by which he hopes to rise to reputation; some art by which he imagines that the action of the world will be attracted; some quality, good or bad, which discriminates him from the common herd of mortals, and by which others may be persuaded to love, or compelled to fear him.

My point was to show how this idea, and the Rambler itself, could be considered as a promotional device that acted as a signifier in promoting Johnson’s personal fame, reflecting Wernick’s perspective on promotional culture.

But, as these ideas become increasingly commonplace, I’m keen to move on from the rather superficial ‘brand-me’ concept and the recommendations for promotion and reputation management of the self as if you are a product. From studying careers literature, I’m keen to consider the construction of a personal narrative, particularly through social media.

There is a huge body of literature considering theoretical aspects of narrative and narratology – little of which, perhaps surprisingly, has been evident in the academic public relations body of knowledge. The concept has been picked up in PR practice, largely in relation to story-telling, and Judy Gombita wrote a PR Conversations post (Constructing the Organizational Narrative) as a possible definition for PR in 2011, which I followed up with Plotting PR narrative in social media. I also included narrative (as a more useful approach than key messages) within The Public Relations Strategic Toolkit.  But these related more to professional PR practice rather than personal communications.

In the psychology literature, narrative is mainly connected to personal or cultural identity and related to memory. In sociology, a constructionist approach is evident around narrative discourse theory, whilst Savickas is one of the theorists who propose a narrative framework in career counselling literature.

If we accept personal narrative as a process of construction involving reflexivity and crafting meaning around individual experience, we are supporting an argument for authenticity in living our own history. This seems to me to contrast with ideas around creating ‘brand-me’ in a more superficial and cynical way. In terms of social media presence, the personal narrative approach would emphasise looking for coherence throughout our framework of social media presence and across the temporal flow of communication we create through social media activity. The idea is that we are the narrator, the director and the starring character in our social media narrative. We are constructing, curating and conveying a personal and a professional identity as PR practitioners through the narrative traces of social media.

In my PhD work, I am interested in how PR practitioners construct their career experiences, the strategies they use when making decisions (or in directing their careers) and how they reflect on these in hindsight. I’m considering various career constructs, such as ideas around PR as a profession or a craft, etc and how these translate into the narratives that people create.

In practice, I’m interested in what we can tell about PR practitioners career behaviour through social media usage. Are there ebbs and flows reflecting interest and engagement with seeking new opportunities compared to being consumed in a particular job or project? Undoubtedly your LinkedIn activity may indicate when you are job hunting, for example.  Are young practitioners more aware these days of the value of social media as they seek to build early career capital? And, what stories are they leaving behind them as they shift from entering the occupation with a juvenile social media record to crafting a professional narrative of their employability.

I think this is an emerging area where there is much to be learned – both from qualitative and quantitative analytical perspectives (although I tend towards exploring personal meaning rather than a Big Data approach).

Unlike managing ‘brand-me’ from a promotional or reputational perspective, I think that trying to manipulate a fake, false or fictionalised personal PR narrative will be more difficult. Like snails across a garden in the heat of summer, we are leaving trails that are messy and complex rather than a nice linear story or polished brand identity.  If your personal social media narrative looks and reads like a simple novel, it is probably not true or authentic.

That’s not to say that PR practitioners shouldn’t be aware of the narrative threads they are crafting in their career tapestry. But I like the idea that the image or patterns we are creating will emerge rather than being pre-defined. Also, our individuality rather than any notion of a prescribed career path, journey or ladder (to cite the many existing narratives), is likely to be visible in our online processions and progressions. So maybe our virtual presence will be more real than the face we seek to present as ‘brand-me’.

Plotting a personal path to PR career success

PR Academy is looking to document how studying a PR qualification has helped in developing careers. The “Your Learning Journey” concept involves posting a comment on its blog in no more than 140 words relating the influence and path taken as a result of gaining a qualification. As well as potentially winning a Trailfinders gift card to the value of £250, there’s an opportunity to feature in its campaign to encourage continuous learning. You don’t have to be a PR Academy student to take part (and you are encouraged to Tweet using the #learningjourney hashtag).

This initiative is interesting to me, not only because I’ve spend over a decade working with many students of public relations (including those enrolled with PR Academy), but for the connections it has to my own PhD studies into career strategies in PR.

If you are thinking about your next move in public relations, there are three concepts I’ve found running as threads through my research into the historical context of career strategies in the field. Continue reading

PR is about action not procrastination

PR time – balancing urgency and importance (after Stephen Covey)

One of those silly PR surveys yesterday made me think – it was about procrastination and the time we waste in putting things off. I am very familiar with the idea with students – and PR practitioners – who are deadline-oriented creatures and expert also at displacement behaviour where you focus on other tasks rather than knuckling down to the priority at hand.

I also advocate Stephen Covey‘s notion of ‘first things first’ and include an adaptation of his urgent-important matrix in the forthcoming Public Relations Strategic Toolkit.

Continue reading

How many PR practitioners does it take to change a light bulb?

change The answer: “I don’t know – I’ll get back to you on that”.  This joke is a reminder of the importance of having a solid understanding of your subject matter in PR practice.  This is the topic of my second post looking at the future of work in public relations.

Continue reading