There is much debate about the value of amateur content on the Internet. It has been suggested that these amateur contributors, i.e. citizen journalist or bloggers, social network users etc are leading to the demise of professionals. User generated content has added an extra layer to information and data online, but does this mean that professionals are no longer needed?
As the popularity of social networking expands, so does the need for professional expert advice about how effectively utilize this form of communication. Public relations giant Ogilvy has incorporated such advice into a program designed to help maintain relationships within an online environment. “Twitter for business” explains why using Twitter as a means of communicating with company stakeholders and target publics is important. They cover suggestions on how to establish a twitter account and best practice advice when using twitter to deal with crisis prevention and management, customer relations corporate reputation management, event activation, product promotion and sales, internal communication and issue advocacy. The program also sheds light on the basic “Do’s and “Don’ts” of twitter. Olgivy has approached social networking within a business communication context, effectively applying their professional practice to a tool that was once considered only useful to amateurs.
Twitter has become a means to communicate and monitor communication. There are a lot of celebrities using twitter to boost their profiles and maintain relevance. Brisbane’s free local newspaper MX has incorporated an entire daily column dedicated to famous people’s twitter updates. Once seen as an amateur tool, twitter has leap frogged into the realm of professionals, whether it’s through “tweets”, or alternatively professionals incorporating twitter into their business models or discussion articles. Twitter generally fascinates people, and it is this fascination that acts as a perfect example of the way that the Internet has bridged the armature versus professional divide.
“TwitPitching” is a means of pitching media in 140 characters or less and may include a direct link to further information. The concept was developed by Stowe Boyd as the next generation of the press release. Limited characters means that each pitch needs to be direct and to the point. Pitches have a specific format and strict rules apply which if not conformed to may result in pitches being catergorised as spam. There is a maximum of three twitpitches allowed for each twitpitch. Pitches are open and transparent and also denote a human voice, all fundamentals of effective public relations.
The relevance of the amateur versus professional debate has almost diminished. Instead what has emerged is a merging or cross over of the two. Amateurs and professionals are communicating and creating on an equal platform. Each contribution or adaptation needed its merit assessed at an individual level. Sometimes user-generated content is more accurate or relevant than professional contributions. Sometimes professional contributions are shrouded is an underlying agenda. Blogging amateur like Parez Hilton has actually carved out a profession from his content. The value of data and content is ultimately and interpretation that is up to the individual.
We shape the media that we use, ultimately influencing its further development. The Internet is a tool for everyone to use with an infinite number of possible uses. The beauty of the Internet is that anonymity allows professionals and amateurs equal representation. We can use the Internet any way that we like to, in the same way that an artist can use ay medium to create an artwork.
