Stop the presses…there’s another “PR is Dead” meme that’s circulating the blogosphere again. This time, all that’s new is that many bloggers are revealing that they prefer discovering new and interesting products on their own and breaking the news before anyone else.
Welcome to the news business.
Any print or broadcast news reporter would say the same thing, and honestly, it’s the competition and desire to break news first that’s driven the business for over 100 years.
Last year, Robert Scoble and Darren Barefoot debuted the Social Media Starfish to visualize and document the rapidly evolving landscape for social tools, services, and networks.
If you work in marketing, public relations, advertising, customer service, product development, or any discipline that’s motivated, shaped, and directed by customers, peers, stakeholders and influencers, monitoring and in some cases, participating in online conversations is critical in competing for the future.
Note: This post originally ran on TechCrunch, “SEC To Recognize Corporate Blogs as Public Disclosure. Can We Now Kill the Press Release?”
Here’s the director’s cut, “SEC To Recognize Corporate Blogs as Public Disclosure, What This Means for Wires and Press Releases”
For several years, Sun CEO, Jonathan Schwartz has lobbied the SEC to allow disclosure of financial information through corporate blogs. In a landmark announcement, it seems that Mr. Schwartz may indeed get his wish, and with it, a historical decision that could break the age-old shackles that bound businesses to traditional media and distribution channels in order to satisfy full disclosure.
Bradley C. Bower for The New York Times
Frank Eliason, digital care manager at Comcast
There’s certainly no shortage of discussions in the blogosphere that examine and spotlight companies that are listening to brand-related conversations across the Social Web to improve customer service, retention, and loyalty. But, when the New York Times decides to profile the emerging and critically important trend of two-way dialog between company representatives and stakeholders, we actually begin the process of crossing the chasm into the mainstream.
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).
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.
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.
Social Media is our genre’s Industrial Revolution. It is the era of new influencers and the ability for everyday people to share their creativity, expertise, thoughts, ideas, and passions in order to participate in and build a community around common interests.
People are taking their destiny into their own hands and evolving their online, personal or professional, persona and brands online.
While there are many user-generated or people-driven social networks today, none generate the mainstream traffic or exposure possible at YouTube.
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.
We all purport to be social media experts these days, yet most of us are truly students. Many of us overlook some of the most rudimentary elements that define and inspire the socialization of content, especially the social sciences involved with observing the culture, behavior, and conversations within online societies.
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.