Social Media and the PR Revolution PRSA 09
Predictions are that over 80 percent of companies and organizations will be using social media marketing in 2010. Who is going to take these companies to the next level - move them from the random ‘dipping a toe in the social media water’ approach to a strategic business activity with actions tied to outcomes, benchmarks and measurement?
Will this be PR, advertising or marketing? One of the speakers on this panel was Joseph Jaffe, a dyed-in-the-wool Madison Avenue man and author of Life After the 30-second Spot and Join the Conversation.
In another session about social media Rob Keys of Converseon said that 2008 was the trial and error phase, 2009 was the checklist phase (I’ve got a Facebook page, I’ve got a Twitter feed, I’ve got a blog) and that 2010 will be the year social media finally ‘grows up.’
Social media is not going away – it is only going to get bigger.
There are 25% less journalists today than there were in 2001. Media relations in the Internet age demands new skills.
PR people are excellent at creating content and building relationships. But to win this race we also have to learn how to monitor online PR and measure the results. This is where Joe Jaffe and his Madison Avenue cohorts could take the prize. They understand digital measurement. Since social media is all about collaboration and sharing, perhaps the best answer is not to try to win the race, but to collaborate internally too.
If you want to lead the charge in your company get started now and prepare a complete social media strategy.
Related links:
Why Digital Agencies are Ready to Lead
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It’s probably going to be a difficult transition into social media for the PR industry. It’s just a different way of thinking in that it’s conversational and more one-to-one communication. That’s not PR’s SOP. Jaffe mentioned “nurturing relationships” in the video. I can’t imagine a strategy meeting in a PR firm where someone stands up and says, “Ok, let’s talk about nurturing relationships.”
For PR to take advantage of the social media evolution, the industry itself must evolve from the traditional marketing thinking of mass communication.