Attention PR and practicing Social Media professionals, step away from using “messages” to target “users” and “audience.” They are no longer filling the theaters, stadiums, and auditoriums to hear from marketers.
I’ve been in tech PR since 91 and have been also guilty of using such terminology. Back in the day, users really were users in the tech business and when we were researching who they were, they would ultimately become the audience for our marketing initatives. Not everyone (aka potential customers) was tech savvy at the time, so referring to “people” just didn’t cut it. And, it was never intended to be naive nor deragatory, it simply was a specific and effective category.
In many ways, the recent discussion of Marketwire’s acquisition of PRNN and how it was positioned as an example of the pioneering developments in Social Media and news distribution reminds me a bit of PRWeek’s claim that PR was entering an era of PR 3.0.
The crossroads of traditional PR and Social Media is on an inevitable path to a very public boiling point. In the realm of Social Media, conversations are king.
As much as we talk about how to participate in Social Media, it doesn’t mean a thing if we don’t take a few steps back and remember that regardless of the technology, meaningful conversations are about respect and relationships. And, I should also point out that the most rewarding dialog has always been 1 to 1 instead of 1 to many, aka spam PR.
As part of the new media regime, strategically participating in Social Media is not only critical to the evolution of PR, it is necessary in order to effectively communicate with the people that can help you extend the conversations that matter to your business.
Where do you start? How do you jump in?
It all starts with listening and watching, and eventually, participation becomes clear.
Social Media is the new gold rush and traditional PR services are scrambling to stay relevant as new tools, channels, and experts are forcing a long overdue renaissance.
Nowadays, the word “social” is getting tossed around by anyone and everyone as if it was a golden adjective with huge dividends for instantly inflating personal expertise and credibility – regardless of whether or not they truly understand and practice social media. And unfortunately, it’s bound to only get more polluted as opportunistic marketers realize the potential for cashing in.
What if the comments section in important blogs or popular discussion forums were portable and accessible from various sites and blogs across the Web, but still synchronized the conversation so that everyone could participate in one global discussion?
Imagine the implications and benefits that such a network could have on any social media strategy and public relations campaign.
Well, Tangler is enabling the idea of portable, global conversations across the web, similar to the way YouTube videos are displayed in blogs and Web sites. Basically, we’re talking about one conversation with multiple access points.
The Future of Communications – A Manifesto for Integrating Social Media into Marketing is now available in Russian.
Thanks to Yuri Aksyonov for the translation. You can find it at PRweb.
For those of you looking for the English version, click here.
Stay tuned for additional languages!
The iPhone is gaining traction as not only the must have gadget of the year, but also as an effective tool for mobile professionals. Rather than continue gushing about a device that I am forced to love, I will continue to post new stories when I find new ways to justify its value beyond a killer iPod with phone and Web functionality.
When Steve Jobs introduced the iPhone at Macworld earlier this year he immediately justified its position as a smarter, revolutionary phone for those who wanted the next generation multimedia and communications experience without worry of whether or not it was a legitimate business tool. Indeed it’s revolutionary. It will inspire change in not only the mobile industry, but in anything that runs an OS. The iPhone changed the game.
As an iPhone user who was initially disappointed with the lack of certain basic capabilities in addition to the blaring disregard for slaves to the Exchange regime, I am now driven to prove that the iPhone will be the business tool for the discerning professional.
I had the pleasure of recording a podcast with Jennifer Jones for PodTech‘s award winning Marketing Voices show – one of my favorite podcasts out there. Jennifer is a class act and is one of the leading examples of how industry veterans can migrate and excel in the world of new PR.
We discussed my recent paper, “The Future of Marketing: How to Integrate Social Media into Marketing” and how to help PR professionals embrace the shifts in taking place in the industry.
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.