New Communication Theory and the New Roles for the New World of Marketing

In the era of the “new” social Web, communications is actually evolving back to its origins of communicating with people, not at them. It may seem implied, but communications does not, for the most part, embody two-way discussions.

Over the years, communications has evolved into a one-way distribution channel that broadcasts messages at target audiences. In the process, communications stopped being about communication, focusing instead on the marketing aspects of top-down message push and control, what we now commonly refer to as marketing communications aka marcom. Marcom embodies traditional and new marketing branches that include advertising, PR, Web/interactive, event, among many other disciplines (depending on the organization).

The Social Revolution is Our Industrial Revolution

Broadcast and print media and the services that support the creation and distribution of information are not dead and Social Media is not going to get indicted for holding the smoking gun.
These powerful, influential, and age-old industries are however, undergoing some of their most radical transformations and metamorphoses in order to adapt to the elusive and rapidly shifting information landscape.

Money is migrating away from traditional media as well as the industries and services that support it – from creation to distribution.

The Art of Conversation – It’s About Listening Not Marketing

Discussions and debates on the viability, necessity, and effectiveness of conversational aka social media marketing continue to roar across the Social Web.

There are three sides to this equation:

- New media pioneers and practitioners who defend and evangelize the art of conversations because they’re investing in people and their feedback and have the experience to showcase value and ROI.

Intel Insiders to Advise Intel on Social Media Strategies

You’ve heard of Intel Inside, the now legendary marketing program that intelligently convinced consumers to make purchasing decisions based on the chip that powered their PCs. Now, I’m proud to introduce the new Intel Insiders program, a new initiative that extends the company’s genuine intention of reaching and engaging with people, while freely trusting the brand’s future to the very people who can and will shape it.

The Essential Guide to Social Media – A Free eBook

I’ve been involved with Social Media since the beginning and the more I work, write, and speak, the more I learn. Over the years I’ve observed a series of questions and reactions that I’ve documented along the way and have actively included them in my posts, ebooks, contributions, as well as at my speaking appearances. Over the last year, I’ve assembled the most commonly asked questions and the answers into a free, downloadable ebook as a way of contributing to this active social community that has so graciously shared knowledge, insight, and experience.

PR Tips for Startups – The Director’s Cut

Note: This post was originally published on TechCrunch as “PR Secrets for Startups.” Many thanks to Michael Arrington and Erick Schonfeld for giving me the opportunity to share my experiences with the startup community.

Ariel Waldman vs. Twitter, When TOS Doesn’t Apply to You


Credit: Ariel Waldman

This is part of my ongoing series on Crisis Communications 2.0, which helps companies and marketing professionals learn from each other to more effectively communicate with customers, stakeholders, media, and peers.

I purposely waited to write this post until this discussion cleared techmeme so that I could reach a fresh set of people who could see things clearly, while also calling attention to something we overlook everyday.

The Escalator Pitch, Going Up?

The escalator is the new elevator when it comes to pitching and the emerging practice of micro public relations.

While some bloggers and reporters are actively blacklisting PR people, whether it’s fair or not, it’s not truly fixing or changing anything at a grand scale – at least not yet. I’m part of a growing number of PR folks who are committed to sharing stories, experiences, tools, practices, and ideas on how to specifically fix the relationships between PR and influencers.

Summize Listens to Conversations and Sentiment on Twitter

Just a bit ago, I wrote a post covering my favorite tools for monitoring conversations on Twitter.

I’d like to add one more to the bunch. Recently launched Summize is similar to TweetScan, but also unique in its capabilities and in turn, changes how we may view Twitter search. At the very minimum, it’s a basic search tool that operates similar to how you would naturally search in Yahoo or Google. Both tools bring Twitter alive and expose the layers of conversations taking place that matter to your personal life, your professional brand or the companies/products you may represent.

MicroPR Personalizes Public Relations

New media is forcing the rapid evolution of communications and is reinventing the science of public relations into the art of “personalized” relations. And, with micromedia further refining and improving how we communicate with each other, PR is going to learn the hard way, that the days of blasts and untargeted spam pitching will get us nowhere with today’s influencers.

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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