by Ronn Torossian, CEO, 5W Public Relations

After the recent release of a study that concluded that “Fortune 100 CEOs Are Slackers,” professionals at all different levels who are active in social media rekindled a heated, one-sided debate. In today’s culture, current expectations are that CEOs and everyone else, individually and personally, should participate in social media. These expectations call on leaders and managers to participate in what is essentially a rolling, 24-hour-a-day, seven-day-a-week press conference — an ongoing and continuous Instant Messenger chat with anyone interested — all while balancing a business, which of course includes clients, collections, strategy, and all the rest.

Not too long ago, headlines screamed “Pizza Hut Hires a Twitter Intern.” As an owner of a communications company, I read that to mean “we have neither a desire nor a need to pay someone for social media.” And if that’s the attitude at Pizza Hut, it is a safe bet that most big businesses have zero salaried social media employees as well. Social media has attracted tremendous attention in recent months, but it has made few agencies — and only a small handful of people — any money. Why? Because the current rules of social engagement are completely unrealistic for corporate America, and there is no way to track social media participation’s success.

Can Mark Parker of Nike be expected to engage all brand fans or customers in a two-way dialogue, as consumers have come to demand on Twitter, MySpace, and other social media networks? Quite simply, for social media to work, the rules of the game need to change.  One cannot expect CEOs to spend the day tweeting, as there are only so many hours in the day. Do CEOs actually write their own quotes in a press release? Do they write their own speeches? No. So why would they be expected to write and post their own tweets all day?

I am proud to be one of the few owners of a public relations agency who is active on Twitter, but I can proclaim firsthand that it is simply not practical for me to have an ongoing dialogue in social media. As the owner of the nation’s 21st largest PR firm, I can’t converse with my 85 employees every day, let alone interact with non-employees on Twitter. Even if that were possible, I can’t engage an employee at another firm via Twitter while telling my own employees I’m too busy to speak with them. Facebook pages, Twitter, and all of the rest are simply additional tools for people to communicate. But the successful (and particularly the ubersuccessful CEOs) don’t have time to communicate with their whole audiences in an ongoing two-way social media dialogue.

When Twitter launched in March of 2006, it made sense for Tony Hsieh, CEO of Zappos, an upstart brand, to devote so much personal time and effort building his following. He effectively positioned himself and his business as trailblazers in the social media space, and he will (at least in the immediate future) be the first name raised when someone asks, “What companies are properly employing social media?”  For Hsieh, the business of being social has equaled good business, but for countless other CEOs, the lack of a tangible return on investment and the sheer number of hours required to run a company makes it a non-starter.

So how do CEOs and social media coexist?  Through the evolution of current operating standards. When launched, Twitter was hailed as a microblogging site, a way in which individuals and/or thought leaders could share information with their subscribers (a.k.a. followers), as opposed to the way in which it is mainly used today, as an instant-messaging service. But Twitter is not AIM or Gchat. It falls into an undefined realm in between social and broadcast media. And just as some bloggers choose to produce content with little or no interaction with their readership while others reply to every comment posted, two acceptable methods of utilizing social media can exist. It’s conversational engagement versus one-way content sharing, and CEO’s must decide how to strike the proper balance between what is best for their brand and what is best for the bottom line.

By treating social media as a one-way content-sharing resource, CEOs are able to utilize spokespeople as buffers between them and the public, ensuring that messaging is controlled, consistent, and in the best interest of the brand.  This calls for a change of today’s popular social media “mores” — but these same authentic social-media leaders have yet to monetize this, as corporations simply aren’t paying for it. Brands have heard the public’s cries for interaction and relationship, but in order to accommodate those requests, the current technology-savvy public will have to compromise their expectations as to how these brands will accomplish that feat and become social organizations.

Managing a company is a nearly impossible task on its own. Asking that people do this while simultaneously maintaining an ongoing dialogue with every individual who sends them a message on every social channel — including, at the very least, Facebook, Twitter, Friendfeed, and Linkedin — is not only unreasonable, it is completely contrary to the role of CEO.

The rules of interaction between consumer and producer are changing. In order to capitalize on the waiting audience and monetize these platforms, focus will shift from the “etiquette” of social media, to the “business”of social media. Until that happens, brands won’t see significant return from any investment they expend. And when they do, it will be because they are actively changing the rules, not adhering to the standards retroactively set by bloggers and users (who incidentally don’t make money from this great “social media”).

The rules of the game will change…and soon.

A shorter version of this op-ed was published in Mediapost today.

Ronn Torossian
5WPR

 

Having just returned from a business trip throughout Europe, it dawned on me how dependent we in the U.S. are upon blackberries and email as primary communications tools. From my very unscientific observation, while these tools are used overseas a ton as well, they are often used more for personal use than for business.

My promise to myself having returned is to pick up the phone much more, and see many more people face to face. Random ravings from a PR Agency owner.

Ronn Torossian

5WPR

One of the most enjoyable aspects of owning a public relations agency (and working in PR in general) is the ability to meet a multitude of interesting people.  I have regularly met billionaires, fascinating entrepreneurs, celebrities and politicians over the years.  Today, I met the rare honest politician, and he very much impressed me.  These meetings reaffirm the beauty of working in PR and touching a variety of different industries.

Today, with many clients and friends of the agency in attendance, 5WPR hosted a speech by Nir Barkat, the just elected Mayor of the most magical city in the world, Jerusalem.  I met Barkat a few years ago and have spent time with him since then both in Jerusalem and here in the U.S.  He truly is the quintessential non-politician, and as his friend, I am proud to have been his first host in NYC during his first official visit as Mayor.  He discussed Jerusalem’s relationship with the American community, and he said, “I propose a partnership where those worldwide who care about the future of Jerusalem participate in the city’s development.  Under my leadership, the city of Jerusalem will build relationships, and we will do business together.”

Barkat spoke of public-private partnerships that allow overseas individuals who aid in Jerusalem’s development to meet the cream de la crème of Jerusalem’s business community.  I have always believed government should encourage business and that people who meet with mutual interests (even non-business related) will end up being beneficial to one another (and Barkat specifically mentioned sports, which I agree drives deep bonds).

Barkat, who is a self-made multi-millionaire through his entrepreneurial ventures, is truly a special individual.  I believe he will do great things in, and for, Jerusalem.  If there were more politicians worldwide like him, I believe more cities would thrive financially.

If you may be interested in attending future events here at the agency, please email me and let me know.  They are excellent ways to meet business contacts.

Ronn Torossian

5WPR

It’s been over a year since I have been in Israel (Way too long), and as always simply been a fascinating trip on so many fronts – From business development and relationship building to simply intellectual development and personal fascination.

1: Israel continues to develop in so many different manners and wealth continues to spread here and throughout the world that makes me convinced that America will no longer be the world’s overwhelming leading economic force in years to come. Not just this current economic crisis in the U.S., but the continued changes in the world (and WOW is the dollar low,), but as one who spends a lot of time in Israel, people here are looking East and to Europe and the former Soviet Union like never before.

I believe America’s unique financial position in the world has forever changed and American businesses need to adapt accordingly. We certainly have and will.

2: The amount of money in Israel is simply amazing. The number of Range Rovers, BMW’s and high end cars that didn’t exist here even 5 years ago is simply amazing – the high end cars, the amount of men wearing Audemars Piguet Watches (which I am obsessed with). Simply amazing… and frankly the result of very successful technology companies and tons of Russian money, which has come into this country and will continue to drive Israel’s financial development.

3: Last night – A fascinating evening which would never have occurred in the U.S. A friend invited me to a group which gathers at an outdoor café starting at 10 PM on a Sunday where 20 or so tremendously successful and well connected young business leaders (in their 30’s and early 40’s) to talk about politics, business and the economy in a open discussion. With dozens of on-lookers, the owners of one of Israel’s largest advertising agencies, one of the largest political consultants, journalists, an adviser to an oligarch, a major pop star and others from different walks of life but all very successful sat and debated and discussed, and yelled for hours about issues (Can a black guy win the U.S. election – Will Microsoft win in its Yahoo bid ?).

I tremendously enjoyed, and learned – I’d love to organize something similar (and my monthly invite only networking meetings are very very successful… and somewhat similar), but definitely something I was fascinated with and will leave a mark on me.

During a speech I made to a MBA class during this trip, I spoke as a PR firm owner, and as someone involved in marketing (and as an entrepreneur), I spoke about the need to always open one’s eyes and broaden one’s development.

I learned a tremendous amount here as I always do when I find the time to venture away from my desk… but as I always learn it’s easier said than done.

Ronn Torossian
5WPR

Ronn Torossian just returned from Israel on Tuesday and wow, what a whirlwind change a few days can make. Last week I walked the streets of Jerusalem with a former client, and friend, a senior employee of Israel’s Ministry of Tourism who told me that he expected tourism to be at an all time high… This morning, 2 close friends told me they weren’t boarding their planned flights to Israel.

5WPR does a tremendous amount of work in Israel, and I find the business people there to be among the most fascinating in the world – Hard working, smart, focused and aggressive…. Our kind of people. They show up to work no matter what the circumstances and in the face of difficulty. They are tremendously focused and driven – Whereas I have seen this city shut down by a simple transit strike, Israelis continue living normal lives no matter what the circumstances.

5WPR and Ronn Torossian is opening an office in Israel in the next few weeks to better serve the burgeoning technology and corporate companies which exist there. It will be our first global office and I am excited about it.

A few comments:

I view this as part of the continuation of what will soon be known as World War 3 – Western Civilization against Militant Islam. I pray and hope Israel will thrive.

America and worldwide business will be affected the longer this battle goes on in a variety of ways – From gas prices to stock markets and the very many products which originate in the region… Intel, Microsoft and countless others have offices in Israel.

Business in Israel is among the most advanced anywhere in the world outside of the U.S. – These brilliant minds need to be watched very closely for their amazing wisdom. Excited for our Israel PR office. Excited for Israel PR office.

Ronn Torossian
5WPR