When I consider the world of PR, I see confidence and extroverts.
Shining the same torch on IT, I find shyness and diligence. The middle ground
of social media combines these two in a very unusual way that can produce
uncomfortable compromise or magnificent insight.
Some of the best traditional marketeers I’ve worked with
lose their confidence when asked to improvise on a live, conversational
platform - especially when bombarded with advice such as “keep it natural,
don’t sell, accept negativity”. Equally, those people I know who could recode
Facebook overnight shy away from using the interface they create, finding it
hard to trust their voice in an amphitheatre.