Buffer
Diggin' this content? Sign up for updates... it's FREE!
  • http://www.pr101.biz Jeff Cole

    As a former journalist and veteran public/relations practitioner, I agree that social media cannot be ignored. In fact, I feel that within 20 years, social media will have completely replaced traditional public relations and marketing.

    An excellent example of the effectiveness of social media is Australian businessman Simon U. Ford. Ford sold several thousand copies of a social Ebook in 24 hours. As befits a social media expert, Ford’s marketing efforts utilized only social media.

    Study after study of Gen Y has shown that social media is the best, and perhaps only, way to reach them. Any marketer who isn’t such sites as Facebook, Twitter, YouTube and Digg to reach those people doesn’t deserve to get paid.

  • http://neaglelawyers.wordpress.com Nick Ramage

    Jeff – 100% on the money – I am publicist in past life now legal marketer/writer/online publisher of Foolkit Legal for the Oz legal community and social/new media IS going to be the new internet and more.

    I am totally sold on Twitter as a promotions and networking/troubleshooting tool and more…I am growing followers every week steadily – nearly to 3,000 which is a sizeable specialised legal network that is global and of real value – and it cost only time really – *hat tip* to long my suffering wife – I predict we will be dumbing down the design elements to our sites in the next 12 months as the widgets and CMS apps get more and more amazing …. e.g. I love my Posterous – sheer genius if u think Tweetdeck is good.

  • http://www.faasai.com Bronwen Evans

    I agree that social media is important but beware of exaggerating its benefits as it will be to the detriment of your business/clients in the long run. For example Facebook may have more than 200 million users but your news may only reach a few hundred. On Twitter you may have thousands of followers but most of them will be screening you out or not in your target market.

  • http://www.linkedin.com/in/joshhedrick Josh Hedrick

    The PR industry needs to not only take social media seriously, they also need to own it before someone else does. Already there are social media agencies, marketers, gurus and mavens. What PR practitioners need to understand is that social media are a natural evolution of the public relations industry and a new set of communications tools at their disposal.

    Mr Bullas laid out the statistics and reasons for why PR pros need to take social media seriously in this excellent post. Now it’s time to step up and own it.

  • http://twitter.com/Banburyshire Ian Gentles

    Thanks Jeff, another useful read. I’m working towards that goal. Thanks for sharing.

  • Anonymous

    A typically excellent post, Jeff. Very helpful in how you’ve distilled the business value of social media as part of the marketing mix (IMO, it goes way beyond “PR”). Even though this was written a while back, it’s still salient today.

    One area where I’d offer a bit of caution. Your comments about the number of participants on Facebook, Twitter, etc. do not equate to audience/circulation figures for “old media.” The fact that there are 500MM members on FB or 100MM on Twitter does not mean that your message reaches that huge number…it only means that’s how many people are using the service.

    A brand’s effective social reach starts with those who follow the brand, then is only extended should they share your messages with their broader network, creating the virality effect. That number could be huge. It could also be small if the brand’s social graph is not optimized and maximized.

    Put another way, looking at membership numbers of social media and comparing them to media audience/circulation figures are not the same thing. Each channel has a role to play, and it’s a marketer’s job to figure out the appropriate role for the brand they are marketing.

    Having said that, I’m a dedicated follower of your material…keep up the great work!

    Ted
    @tedlsimon

  • Anonymous

    A typically excellent post, Jeff. Very helpful in how you’ve distilled the business value of social media as part of the marketing mix (IMO, it goes way beyond “PR”). Even though this was written a while back, it’s still salient today.

    One area where I’d offer a bit of caution. Your comments about the number of participants on Facebook, Twitter, etc. do not equate to audience/circulation figures for “old media.” The fact that there are 500MM members on FB or 100MM on Twitter does not mean that your message reaches that huge number…it only means that’s how many people are using the service.

    A brand’s effective social reach starts with those who follow the brand, then is only extended should they share your messages with their broader network, creating the virality effect. That number could be huge. It could also be small if the brand’s social graph is not optimized and maximized.

    Put another way, looking at membership numbers of social media and comparing them to media audience/circulation figures are not the same thing. Each channel has a role to play, and it’s a marketer’s job to figure out the appropriate role for the brand they are marketing.

    Having said that, I’m a dedicated follower of your material…keep up the great work!

    Ted
    @tedlsimon

  • http://twitter.com/renepower Rene Power

    Great post as ever Jeff, super work!

    Working in b2b though, the tools are more ambiguious.

    Using Facebook for example if you make widgets that go into someone else’s larger widget simply because ‘everyone’ has an account feels a little indiscriminate and untargeted to me. Do business buyers really want companies badgering them in their downtime. Or do we assume that no-one has downtime anymore?

    There is a definate strategy in having active profiles on all the major sites you have cited but we come back to where your audience congregates online and how you serve content to them.

    This might include webinars, white papers, blogs, hosted presentations and scores of other content.
    There isn’t quite a one-size fits all for all sectors…yet.

  • Pingback: Why PR should take social media seriously « Jenn McGuire

  • http://twitter.com/bobbyisaacson Bobby Isaacson

    Amazing write up Jeff, nailed it. These are all the key points that we try stress at SocialChorus when we are talking to PR companies (we currently work with Weber, Edelman, Ketchum and Citizen Paine) and you just did a great job of summarizing, calling out the key points and putting it in easily digestible terms.

    Circulating to our team now, thanks!

  • Pingback: Top 7 Expert Social PR Guides and Tips | SEO Crazy