Graham Parker's Blog

What will 2011 bring?

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Created on Tuesday, 11 January 2011 20:01

Yes I know the whole world and his dog has tried to tell us what is the next big thing and what will be the top five this and that in the coming 12 months but should that stop me or you having a go?

I could draw up a top ten tips for things to do with PR this year, and no doubt social media would cover the first eight but I'd rather focus on one thing that I think really will happen this year - the rise of honesty as a value in business and society.

The UK headlines are now, once again, full of stories of corrupt politicians, is there anyone that thinks the World Cup in Dubai was awarded in merit rather than the amount of money that could be thrown at it and is there really anyone who can credit a single member of the banking world with an ounce of integrity as they collect their sickening bonuses? 

Honesty and integrity have been thrown out of the window of late. The greedy 80's and 90's lead to a society that was willing to accept anything so long as it allowed propulsion up the success ladder - but I think that particular golden egg has hatched and the chickens will come home to roost in all aspects of business life. I foresee customers that will ask really searching questions and won't accept things at face value. I think advertising will be questioned even more and will be looked on with even less trust than before. Businesses that can show a real commitment to their community, and I don't mean throwing money at projects, will be rewarded with more loyal customers - but they will have to be visible in what they do and be open and honest about their intentions. There is noting wring in openly stating that your business will benefit in one way or another if it helps a community project. You might get a good training and development opportunity for free, you may get a raft of word-of-mouth champions will to sing your praises or you might actually end up getting some business on the back of it - so long as you are honest about it and make that real commitment to putting something back people will appreciate your honesty and repay you.

Honesty will also challenge what is happening in social media. Take Twitter as an example, Uses of it are broad and wide; there are no set rules at the moment and maybe there never will. However, if you are out there twittering attempting to convince people you are entering conversations, being social and not trying to sell your products or services you will soon get found out - customers are not stupid and anyone who makes such an assumption is just that. There are so many cheats in the Twitterverse that it beggars belief. Platforms are being taken by gurus and aficionados who hope to establish themselves as leading lights on how to optimise Twitter and other social media and yet the odd thing is they are not actually there, they are not "in the conversation". They have set up relays, autotweets and a whole host of other tricks of the trade to make it look like they are there - try asking them a question in real time and see what reaction you get.

The problem is that this undermines the supposed value of Twitter as an open and honest place for debate - it simply becomes yet another part of the advertising spend of a company. This fake line of smoke and mirrors is being seen through and trust in the medium will wane as a result. My prediction is that Twitter will start to unravel as a "key new media" for businesses within the year and it will end up being the domain of gossip, bitchiness and media manipulation.

This time next year I may be looking back with a belly full of humble pie - somehow I honestly don't think I will be.