From Betsey Krumholz, General Manager
Like everyone else, we're trying to get a handle on social media -- and it is more complicated than it appears. Wayne posted about his use of Twitter -- here are some additional thoughts.
First and foremost, it is important to figure out which social medium works for which audience -- which, in turn, means thinking strategically about what you're trying to say to whom. We heard from one guru that maximizing the value of social media involves "personalizing" your readers. That is to say -- creating "personas" with whom you are communicating. Good advice.
The PCJ is the nation's leading print quarterly publication for citizen planners. We publish a 20-page journal with articles written specifically for planning commission, zoning board, and governing body members.
- Persona Number One: Citizen planners. Elected, appointed, or community activists.
The PCJ is a private, for-profit, small business that markets our products to city, county, regional and local officials for use by their citizen planners.
- Persona Number Two: Professional planners and officials -- the folks with the budget.
The PCJ engages authors from across the continent to help us bring timely and interesting planning-related information to our subscribers, including articles on law, design, transportation, ethics, etc.
- Persona Number Three: Authors, professionals in planning-related fields, folks with a story to share, communities with planning successes or challenges to learn from.
AND we're also personally interested in the great planning stuff that is happening around the world.
Here's how we apply this to our social media use:
Editor Wayne Senville has found Twitter to be highly effective for keeping up on news bulletins, sharing interesting tidbits, and sending and receiving web links to explore. It is great to follow up-to-the-minute discussions, hear about new projects, and laugh at a quirky link. For us, it is a great way to communicate in very short sentences with our Persona #3. Some citizen planners (#1) are using Twitter, too, and I expect that number will grow. Follow the PCJ at: http://twitter.com/PlanningJournal.
LinkedIn has been a terrific way for us to share information with other professional planners, and to get answers to queries. We have solicited contact information, and asked for recommendations about sources, topics, and items of interest -- with surprising results. This is a more in-depth way to communicate with professionals -- allowing for greater detail, and more accountability. Since this is about professional development, networking, and visibility (#3), we hope that it also helps us reach Persona #2. Look for Wayne Senville or Betsey Masters Krumholz and ask us to connect.
That brings me to Facebook. I use Facebook to keep in touch with friends and family, and to find out about events in my community through the interest groups I join, or through the organizations I become a "fan" of. I don't own a handheld "device", nor do I check my email hourly. I choose my "Friends" carefully in order to avoid overload, and like the fact that updates and invitations are sequestered in my "Inbox" for review at my convenience. Originally for just the college crowd, Facebook has been mainstreamed now and includes moms and dads, community volunteers, other media (radio, TV, and print), organizations, politicians, and interest groups.
My role at the PCJ is to communicate with our subscribers -- the citizen planners (#1) as well as the professionals who make the purchasing decisions. Being on Facebook allows me to ask questions, post information, add links or video clips, and let folks know about articles in our upcoming issues and update the monthly specials. BUT, most importantly, it provides a venue for citizen planners to "speak" with each other about issues in their communities. I think this has huge potential -- but it takes YOU to get involved.
Our group is growing -- join us by going to Facebook , searching "Planning Commissioners Journal" -- and becoming a member. Read our news, add to our discussion board, post on our wall, or add photos or links to your community. The door is always open to new friends.
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