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The controversy surrounding the blue checkmark on Twitter has sparked a conversation about the value of social media verification. Previously, having a blue checkmark on Twitter was seen as a sign of credibility on the platform. However, the recent rollout of Twitter Blue, which allows users to pay for verification, has led many to question the legitimacy of the blue checkmark. Some celebrities have spoken out about the issue, arguing that it undermines the value of true expertise and hard work.
For example, actress Jameela Jamil recently tweeted, “I really hope people don’t buy verification on Twitter. It’s such a hollow, desperate move that waters down the people who genuinely have earned their blue checkmark.” Similarly, musician M.I.A. tweeted, “I’d rather keep my underground status than to pay for validation.” These comments reflect a growing sentiment among celebrities and social media users who see paid verification as a shortcut to credibility.
The controversy over the blue checkmark highlights a larger issue with social media verification. Personal branding expert John White, the founder of Social Marketing Solutions, agrees that social media verification does not carry the validation it once did. He says, “In a world where anyone who has $8 bucks can create a social media account, get verified, and present themselves as an expert, it’s becoming increasingly difficult to separate the genuine experts from the imposter accounts. Thus, PR is more important than ever and the key to building credibility and driving business growth.”
This is where PR comes in. By leveraging media channels, such as online publications and podcasts, individuals and businesses can establish themselves as reputable sources in their industry. As actor Mark Ruffalo recently tweeted, “Social media is a terrible place to try and establish one’s credibility. The only way to build credibility is through consistent, reliable reporting.” Building credibility through PR takes time and effort, but it can lead to long-term benefits that social media validation cannot match.
PR involves managing the relationship between an individual or business and the public. PR aims to establish a positive reputation, build credibility and trust, and ultimately drive business growth. When done correctly, PR can be a powerful tool for building authority in your industry.
One of the primary ways that PR builds authority is through exposure. By securing media coverage in reputable publications, individuals and businesses can establish themselves as experts in their field. When a media outlet features an individual or business, it’s essentially an endorsement of their expertise and credibility. This exposure can help establish trust with potential clients, customers, and partners.
But, how do you go about securing media coverage?
One way is to develop relationships with journalists and columnists. This involves researching journalists and columnists who cover topics related to your industry and reaching out to them with story ideas or expert commentary. By offering to be a resource for future stories and building a rapport over time, you can increase your chances of gaining media coverage.
Another way to build authority through PR is by leveraging awards and recognition. Winning awards and receiving recognition can help establish your brand as a leader in your industry. Apply for awards and recognition programs that align with your brand identity, and use them to promote your brand. When a third party recognizes your expertise and accomplishments, it can further establish your authority and credibility.
It’s worth noting that building authority through PR takes time and effort. It requires a strategic approach, consistent effort, and a willingness to invest resources in the process. However, the benefits of building authority through PR can be significant. Not only can it help establish credibility with potential clients and customers, but it can also lead to increased media coverage, speaking opportunities, and partnerships.
Additionally, building authority through PR can help protect against negative publicity. In today’s digital age, it’s easy for negative information to spread quickly and damage a brand’s reputation. By establishing a positive reputation through PR, businesses, and individuals can mitigate the impact of negative publicity and protect their brand image.
It’s essential to have a strong narrative that tells your story and aligns with your brand identity. This narrative should highlight your unique expertise and accomplishments and communicate what sets you apart from competitors. You can establish yourself as a reputable source in your industry by crafting a compelling narrative and sharing it through various PR channels, such as your website, social media, and media coverage.
With the blue checkmark having lost its value as a way to stand out as an expert online, PR is more important than ever for establishing authority and credibility in your industry. Individuals and businesses can differentiate themselves and establish themselves as experts in their field by securing media coverage, leveraging awards and recognition, and crafting a compelling narrative that their customers find interesting.
