PR Camp Atlanta is less than 2 weeks ago so it’s time for a few ghost stories around the virtual campfire to get some conversations going about social media.

Today’s tale is about “ghost” writers. Negative public reaction for companies caught using them is a chilling scenario for any PR professional. (For example, last week, the New York Times reported that drug maker Wyeth paid ghostwriters to author articles in medical journals under the physicians’ names.)  It’s also a relevant topic for the first session of PR Camp Atlanta when we will discuss how to get management’s buy-in for social media.

Ghost stories instill fear, and fear is one reason that reluctant clients and bosses give for taking a pass on social media – fear of negative comments, fear of wasting money, and fear of doing it wrong.

Ghost writing is doing social media wrong.  I know it may seem like a good way to get time strapped CEOs engaged or keep undisciplined CEOs from going too far off message.  At its worse, ghost writing is deceptive. It’s also lazy. It’s a way to avoid the hard work of getting executives to understand how social media works.

Social media thrives on direct personal contact. No one wants to wonder if the author is real or genuine. And honestly, don’t you have a different perception of the tweets of President Obama or Britney Spears if you know a communications team or publicist is writing them?  In my book, if you don’t have the time, talent or temptation, think again.

Ghost Writing and Twitter

By now you may feel ghost writing is familiar territory.  Not true. The discussion about ghost writing has spilled over into Twitter.

Take Guy Kawasaki, noted Silicon Valley venture capitalist and social media though leader.

Earlier this year Guy revealed that he uses ghost writers on Twitter.  Here are  Dennis McDonald’s and Dave Fleet’s reactions.

It’s one thing to use a ghost writer to author a politician’s speech or celebrity tell all autobiography; people expect that. But Twitter like a blog or Facebook profile is different.  Part of its allure is the personal insight it provides.

Guy may be an exception, and the lack of public outrage by his revelation may reflect Guy’s influence or quite possibly reveal how social media has changed.  Purists are being replaced by mainstream marketers.

 
In the case of Guy Kawasaki, he was not trying to deceive. For him, Twitter is not a platform for making friends; it’s marketing for his brand, and he makes no apologies for it. For some, that’s reason enough to follow him. For others, it is not.

I still maintain the best social media is personal, but if you are going to enlist ghost writers, I do think full disclosure is critical.  You may not be authentic, but at least be transparent. Regardless of who is writing, the content has to be useful, timely or entertaining. Ultimately, ghost stories are often warnings of behaviors, places and people to avoid.  Approach ghost writing at your own peril.

Let me get back to you.

Tweet This Post 

Browse Timeline

• « Decatur, GA – Blog Anniversaries
• » PR Camp Atlanta Ghost Stories Part II

Comments ( 2 )