| Social media is information created to be disseminated | | | | two decades, I've seen the greatest changes in |
| through social interaction, created using accessible and | | | | marketing take pace in the past few years. It has truly |
| scalable publishing techniques via the net. Now there is | | | | been a seismic change. How we communicate and |
| a mouthful. It is an umbrella term that defines a wide | | | | how we relate is shifting. Marketers need to take note |
| range of activities that integrate technology, social | | | | that (more than ever) a strong campaign comes down |
| interaction, and the construction of words and pictures | | | | to effectively communicating and building relationships |
| via the web. That said, it is one of the most important | | | | One of the most interesting shifts is the melding of |
| ways to communicate and build relationships with | | | | traditional public relations and social media. By |
| people, including prospects, customers and those in a | | | | combining your social media strategy with a traditional |
| specific target market. | | | | PR campaign marketers can create a powerful |
| Social media is changing how we relate with one | | | | two-pronged approach which results in more followers, |
| another, what we learn about each other and what | | | | more buzz, more customers and more business. Also |
| we are comfortable sharing. The upside of this is that | | | | social media is a great example of how people can |
| more people are connecting, communicating and in | | | | create conversion through conversation. It is also an |
| touch than ever before. The downside is more | | | | avenue that can be used to transform public relations |
| strangers know more about our personal lives and | | | | into personal relationships in order to build and grow a |
| information. For example, when someone Tweets that | | | | brand and a business. In reality, this form of marketing |
| their family is off to Europe, it's not just their friends | | | | is still in its infancy. Businesses are still getting used to |
| that know that they're not going to be home for awhile. | | | | the process and learning how to utilize and monetize it, |
| It's often hard to remember that the information we | | | | but those companies that are jumping in and utilizing |
| post on the net is being viewed by people we don't | | | | this powerful new form of outreach and |
| know. It feels like a normal controlled conversation, | | | | communication, are not only finding new ways to build |
| which can lull people into a dangerous complacency. | | | | their business, they're defining a new marketing |
| Marketing-wise, social media is opening new worlds of | | | | paradigm. |
| possibilities. Having run a public relations firm for over | | | | |