Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share. As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention. It is the zeitgeist of socialized media and it’s manifesting into an obsession for branding, advertising, “viral,” marketing, and communications experts and professionals worldwide.
Tag: Brian Solis
For decades brands basked in the glory of control, control over consumers’ perceptions, impressions and ultimately decisions and ensuing experiences. Or better said, business leaders enjoyed a semblance of control. While businesses concentrated resources on distancing the connections between customers, influencers and representatives, a new democracy was materializing. This movement would inevitably render these faceless actions not only defunct, but also perilous.
Brands are flocking to social networks, some with strategies and others simply experimenting with community building. What’s clear is that the 3F’s (friends, fans, and followers) are not created equal. Those brands who examine the composition of their existing community will find that many are simply seeking access to exclusive specials and content. According to a recent comScore report, 23% of Twitter users follow businesses to find special deals, promotions, or sales. 14% of Twitter users reported taking to the stream to find and share product reviews and opinions. Earlier this year, Chadwick Martin Bailey published a study that showed 25% of consumers connected to brands on Facebook did so to receive discounts. But here’s where things get interesting, in the same report, comScore found that Facebook and Twitter visitors spend 1.5x more online than average Internet users. Herein lies the opportunity for brands looking to add yet another “C” to many C’s of Community – commerce.
In this installment we review the various aspects and formalities of bringing a brand alive, truly alive in social media. Everything begins with establishing the rules of engagement in order to define the boundaries, context, and objectives for conversations. Guidelines such as “don’t be stupid,” “use common sense,” “stay positive,” is not the most useful approach to steering representatives or consumer experiences. While many brands possess a brand style guide, many have yet to adapt it to the social Web.
On Thursday Google boosted an attempt to make the Web real time by launching a dedicated engine that locates content on Twitter and Facebook -- but social media expert Brian Solis said such efforts could prove futile. Context rather than content has become king -- and consumers will find the most valuable engines and social media sites have the ability to index for relevance rather than real time. Traditional search, real-time search and social search remains disconnected from social media, Solis told a packed room at an event Thursday night hosted by Linked OC, an organization for Orange County, Calif. business professionals. And because he and millions of others can't spend time searching for information in more than three places, the future of search becomes contextual and lives in semantics, matching results not only based on the "likes" of the person searching on the Web, but also those of socially connected friends.
In part ten of a series of conversations exploring the state of social media, Chris Beck, founder of 26dottwo and I speculate on the future of social networks. Social networking as it exists today is not scalable nor is it representative of how social beings connect and engage. We are complex individuals we are defined by what we share, consume, and to whom we connect. Our social graphs are woven with the fabrics of our interests, passions, and relations. One update does not resonate across the social graph. Networks will evolve to match content to context and allow us to seamlessly connect relevant information and people based on frames of reference and subjects.
If social media warranted a mantra, it would sound something like this, "Always pay it forward and never forget to pay it back...it's how you got here and it defines where you're going." This intentional form of alternative giving is referred to as "generalized reciprocity" or "generalized exchange." The capital of this social economy is measured in these productive relationships and those relationships are earned through the acts of reciprocity, recognition, respect and benevolence. So how can businesses, which, one could argue, typically represent a "pay it backward" approach (ie, "pay me for my goods and services"), thrive in this environment?
To celebrate the release of Engage!, I was recently asked to share my thoughts on how social media impacts the advertising landscape for the current issue of Winning the Web, a popular magazine related to Web marketing. While the discussion opens with a review of the state and future of online advertising, the discussion also looks at the overall tectonic shift in new media and the profound opportunities that are unfolding.
In Part One, we focused on how to make your brand findable and shareable in social media. A white paper by Gigya validates the shift to, and resulting importance of, social search and its dependence on crowd participation. Online businesses must optimize in order to earn referral traffic from social networks. With the advent of social feeds — a live stream of friends’ activity shared on social networks like Facebook and Twitter — consumers can more easily rely on trusted personal relationships to determine what’s worthwhile to read, watch, play and buy online. Honestly, there are too many top 10 lists, and I subscribe to the Spinal Tap school of numeration, so this list will go to “11!” Here are 11 steps for optimizing your brand for sharing and social search.
Good friend JD Lasica asked me to answer some fantastic questions for a post he published in celebration of Engage. I poured so much of myself into the responses, that I felt it was worth sharing here with you as well. Many of the lessons and observations below are important for you as a champion, decision maker, entrepreneur, or executive. Social Media is not only changing how we communicate, we are also changing the culture of business from the outside in and from the bottom up. In doing so, businesses, of all shapes and sizes, will magnetize communities. As such, the intentional creation and crafting of a useful and meaningful culture in business will create a competitive advantage, giving people a reason to align and ultimately embody and extend your purpose and mission.
In January of 2009, I started telling people that content strategy would be the next big focus for organizations worldwide. I even went so far as to say, “Content strategy will soon be getting more attention than social media.” Lots of folks smiled encouragingly, patted my shoulder, and told me to get back to my style guides. Some people just laughed at me. And that’s when I hit them over the head with my content inventory. Bam!
One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content. Indeed, we are programing the social web around our brand hub, which requires a consistent flow of engaging and relevant social objects. Social objects are the catalysts for conversations — online and in real life — and they affect behavior within their respective societies.
Ford Motor Company integrated social media into its marketing in a big way in 2009, and this year is moving 25% of its traditional media budget to the digital space. Earlier this week, Ford further demonstrated its commitment to social and digital tools as a way to reach out to new media and, of course, new audiences.
An overnight success ten years in the making, social media is as transformative as it is evolutionary. At last, 2010 is expected to be the year that social media goes mainstream for business. In speaking with many executives and entrepreneurs, I’ve noticed that the path towards new media enlightenment often hinges on corporate culture and specific marketplace conditions. Full social media integration often happens in stages — it’s an evolutionary process for companies and consumers alike. Here are the ten most common stages that businesses experience as they travel the road to full social media integration.
I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business.
As the flame of 2009 flickered into the history books, Facebook celebrated its rise to 350 million users and certain dominance in the U.S. social networking market. However, in December, analysts questioned whether or not Facebook was losing its cool as time spent on the popular social network dropped three consecutive months among 18-24 year old users. Experts feared that the “family effect” was having a negative impact within this highly coveted demographic.
Contrary to popular belief, Twitter wasn’t the only story of 2009. Facebook skyrocketed to over 350 millions users in 2009 and continued its rise to global pervasiveness becoming one of the top visited sites on the Web. As aspiring digital anthropologists and sociologists, we thoroughly enjoy and appreciate the trending topics readily available for review and analysis on Twitter. On Twitter, trends are defined and shaped by the shared interests published in the form of status updates that suddenly congregate and rally. To close 2009, Facebook assembled its top trends to give us insight into the posting and conversational trends connecting social graphs. Per Facebook’s year end post announcing the top status updates, we’re introduced to Memology, the study of how ideas, events, and information transform into memes and trends inside Facebook.
Twitter continues to explore and appraise long-term revenue models. For the time being, Twitter’s primary focus is to build and nurture a thriving and indispensable community. Equally critical is the company’s ability to steer engineering and marketing efforts towards developers to empower them to extend, evolve, and enhance the overall Twitter experience for the vast landscape of discerning users as well as those new members who have yet to realize its potential. In July 2009, we were introduced to Twitter’s new monetization strategy. The company veered its attention and resources towards businesses, initially releasing a series of documents and use cases to help companies, large and small, embrace the capacity and techniques for connecting with customers, prospects, and peers directly in Twitter. Then in August, Twitter Co-Founder Biz Stone revealed that the company’s initial revenue would funnel from businesses seeking a more meaningful return tied to performance metrics.
Social Media is rooted in relationships, the dynamic interaction and collaboration between real people. We learned and continue to learn how to communicate in public forums, evolving our personal views on privacy and uncertainty as we transform from digital introverts to social extroverts. This is our industrial revolution and its reward for participation is relevance. The socialization of online societies democratized the publishing industry and equalized influence.
I believe if Social Media warranted a mantra, it would look something like this, “Always pay it forward and never forget to pay it back…it’s how you got here and it defines where you’re going.” This is the credo I live by and something that has only been reinforced as part of my daily regiment, online and in the real world. Paying it forward and paying it back is the balladry of reciprocity, the undercurrent of social media and the currency of the social economy. The words, “what comes around goes around” and the overall spirit of karma reminds us that there may be personal rewards and satisfaction for helping and contributing more than we take away from our environment. In sociology, this form of alternative giving is referred to as “generalized reciprocity” or “generalized exchange.” In the same vein, the idea of giving something to one person by paying another is credited to Benjamin Franklin, which would ultimately serve as the defining foundation to “Pay it forward.”
The Future of the Social Web is here today and we’re learning that engagement is not a matter of if or when, but to what extent, how and what value can we deliver and derive from it. The Social Web is much more than a window into information and interaction, it is a completely transformative medium that is changing how we forge relationships, interact with one another, and distribute and discover information. In many ways, the online social revolution is reminiscent of the Industrial Revolution. Access to free and expansive media platforms and distribution channels has democratized influence and shifted the power of authority from those who previously controlled the media to those who disseminate it.
Measuring individual influence in Social Media is as coveted as it is elusive. While many tools claim to calculate authority, it is the definition of influence that requires clarification in order to grasp the relevance and differences of existing tools and services. For the sake keeping this discussion on track, let’s define influence. According to Merriam-Webster, influence is having the power or capacity to cause an effect. San Francisco-based Klout is no stranger to measuring influence on the Social Web. The company launched at SXSW Interactive 2009 to help Twitter users discover the voices that the world listens to (on Twitter anyway). Essentially, Klout measures influence at the topical level, sorting individuals who demonstrate the ability to drive action within respective social graphs when discussing particular subjects.
Social media is a humbling topic, one that I do not approach without deep study and reﬂection. On the surface, social media has democratized content, placing the power of publishing in the hands of every day people. Peeling back the collective layers, we realize something more profound however; social media has democratized and equalized inﬂuence and the ability to inspire action and establish vibrant and dedicated communities around a sense of purpose and belonging. Whether we’re consumers or brand advocates or both, we have been given a powerful gift in the form of real-time, uninhibited access to information and intelligence and the people who share their insights—the new inﬂuencers. It is how we choose to embrace this gift and as such employ it and also interact with new inﬂuencers that deﬁnes our presence and stature within the social landscape and in turn, the real world. Indeed social media is a privilege and with it comes great responsibility (and accountability).
I carefully considered this topic before sharing my views. In doing so, my perception might have altered since the news of Hollywood studios banning film stars from using Twitter initially broke. It’s not a secret that Hollywood has a long history of controlling what is said in the media. Like in almost every industry it touches, Twitter has completely disrupted the chain of command, democratizing influence and shifting the power of publicity, control and reach of information from executives to communities – for better or for worse. Twitter has indeed upset the balance and it isn’t only affecting studios, it’s also sending publicists into a panic as actors are sending updates without counsel and strategy, only to find their words used in industry publications, blogs and other forms of Social Media. As THR, Esq. so astutely observed, “getting an ill-advised word out to the wider public required a TV camera or a gossip columnist; social media eliminates the middleman and enables an actor to broadcast to millions in an instant.”
I recently attended the Web 2.0 Summit in San Francisco hosted by Tim O’Reilly, John Battelle, and TechWeb. One of the highlights of the conference was a discussion between Twitter co-founder Evan Williams and FM Media’s John Battelle. It was a revealing and enlightening examination of the rise, state, and future of a social network that has been nothing short of transformative in its few short years of existence. What appeared pervasive with every question, answer, and observation is that Twitter’s success prevails in spite of its obvious hurdles, limitations, and absence of clear direction and vision. Twitter is a wondrous marvel and rare phenomenon whose surge to profound cultural prominence has completely transformed how people communicate, share and discover events and information. Its success is one that cannot be retraced.
Over the past several weeks, leaders in the search industry launched an aggressive, very public series of campaigns designed to capture the elusive future of search mind and market share. The accelerated evolution of “real-time” search, introduced to us mostly through the adoption of Summize, which was eventually acquired to now serve as Twitter search, inspired both Google and Bing to release new iterations of its search engine to now include live Twitter results. Bing also announced a deal with Facebook to include status updates and shared content that were intentionally earmarked for public consumption – although this is expected to go into effect at a later date. Each announcement was strategically timed to release during the prestigious Web 2.0 Summit in San Francisco while the technology world focused on tomorrow’s trends discussed during the show. With the great deal of attention thrust upon these two industry giants, Yahoo is now rumored to also have a real-time strategy in the works. Unlike Bing and Google however, Yahoo is potentially seeking to either partner with or acquire a current real-time search player.
As we look ahead to 2010 in the world of social media, we should first stop to appreciate how far we’ve come in this journey to new found relevance and presence. Social media served as a great equalizer. The technology and the corresponding networks that freely connected us, democratized the ability to publish and share content, weave more meaningful relationships, as well reset the ecosystem for establishing and wielding influence. Perhaps most notably, Social networks made the world a much smaller place. As such, it also set the stage for the emergence of a new caliber and genre of influencers and communities that support their mission and purpose. On any given subject, these authoritative networks can incite change and galvanize action to govern, change, and direct market behavior.
Each year at Blogworld Expo, Technorati CEO Richard Jalichandra presents The State of the Blogosphere as one of the event’s prestigious keynotes. For those who are unfamiliar with Technorati, it serves as a directory and search engine for the blogosphere as well as a benchmark for the ranking of blogs worldwide. While there has been much discussion about the relevance and even demise of blogs as the statusphere and micro updates gained traction in addition to earning prominence in the mainstream spotlight, the reality is that blogs are a vital ingredient to the media ecosystem.
In media and blogger relations, PR typically wields two powerful tools to help boost the effectiveness of pitching and potential placement of news: the embargo and the exclusive. In the case of an exclusive, a story is usually packaged prior to official release for one particular writer, fully understanding their style, nuances, and audience. If the story is accepted, it is not pitched to any other media outlets until after the story runs. The benefit for PR is that it can bank on the publishing of a guaranteed, high profile story. The advantage for the reporter is that they maintain a position of authority on that particular event. The con for PR, is that usually, other media properties will forgo participating in the round of coverage because it quickly become old news.
Prior to leaving Forrester to join Altimeter Group, Jeremiah Owyang, along with Josh Bernoff, Cynthia N. Pflaum, and Emily Bowen, published a report that attempted to bring the future of the Social Web into focus. If we viewed the content of his research as a social object, the conversations that would transpire could in fact expedite the development and implementation of the most valuable predictions and observations contained within.
As consumers, I think you’ll agree, prior to making any decision purchase, most of the time, our journey begins with a combination of online search and real world conversations with friends, family and peers. As the Web matures, a greater volume of our attention and focus continues to shift from other mediums to the Web for not only purchase considerations but also for content discovery. It’s how we learn. It’s how we stay connected.
Every trend requires a spark, an event that serves as a catalyst to galvanize a series of actions that reverberate throughout society. Twitter has surely experienced its share of incremental touchstones that continually propels the service across deeper oceans of users and followers. One such instance would ultimately represent the bridge for “crossing the chasm” into the teen demographic. The celebrity adoption of Twitter, en masse, may indeed symbolize the stimulus necessary to reach and recruit the youth onto Twitter. At it’s forefront was a much publicized race between Ashton Kutcher and CNN. Kutcher, either intentionally or unknowingly, would become was the accidental Pied Piper for attracting America’s youth to Twitter.
Consumers use the social web to talk about everything including products. Sometimes they are praiseworthy, sometimes not. There are no strategic meetings or secret gatherings where consumers discuss which products to talk about and when. They just happen, and happen organically. And at times – at the demise of some brands — these conversations can reach the mainstream media as it did with Motrin.
The attention dashboard is rapidly emerging as the online hub for sharing and discovering information, connecting us to people, content, and events in real-time. According to research, we’re already spending more time in social networks than we are in email. New studies are only fortifying these findings, documenting an increase time spent specifically in Social Media and blogs. In fact, the Nielsen Company reports reports that time spent on social networks and blogs accounted for 17 percent of total time spent on the Internet in August 2009. Most notably, but not surprising, however, is that this discovery represents nearly triple the percentage of time spent using Social Media just one year ago.
Honestly, categorizing human behavior and activities in social networks by financial status appears incomplete and almost insular. If we are learning anything in the study of and participation in social networks, it’s that individuals are forming networks that traverse across multiple social networks – and, they will continue to do so, forming one larger, expansive human network in the process. We’re bound by context and interests and it’s why psychographic data overcomes demographics when assessing how to best reach, engage, and galvanize the people who define our communities online.
Twitter is a phenomenon unto itself. Which is why, in the study of Social Media, Digital Anthropology and Sociology prevails. Technology indeed facilitates interaction while also introducing us to nuances that transcend the parameters governing natural conversations and asynchronous dialogue into new forms of conversational threads and networks. Twitter is among those networks actively studied by many (myself included) as it seemingly defies the laws of natural flow and engagement. The foundation that makes Twitter work is also the very essence that should prevent it from working at all. In Social Media, psychology and the study of the mind now also plays a role in understanding the context to those affecting and affected by online behavior.
A compass is a device for discovering orientation and serves as a true indicator of physical direction. Inspired by a moral compass, The Social Compass serves as our value system when defining our program activities. It points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.
In Social Media, we indeed cast digital shadows. We are what we tweet and in the era of equalized influence and democratized digital content distribution, our reputation does in fact precede us. The very tools we use to satisfy our quiet flirtations with vanity as we channel our inner micro celebrity are in actuality the same platforms that can also unravel the fabric of our stature. Why does Social Media seem to lower our guard? Why do we feel insulated in our very public activities as if we’re merely conversing in a trusted group forum? Yet we’re shocked and angered when the words we intentionally share are used against us. We are frustrated and disappointed when access to these systems that facilitate self-empowerment are regulated. Social Media is among the most pervasive and prominent technologies to enter the workplace from the outside-in, whereas innovation and modernization typically transpires from the top-down
Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share. As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.
As bloggers, we’ve all experienced it: the completely off topic pitch. After pouring blood, sweat, and tears into our blog that clearly is known for addressing a specific subject matter, we get an email from a public relations agency that takes us for someone completely different. Where do they come off doing that? A few months ago, Brian talked about an off-topic pitch about a social network for plants. (Somehow, I think nature lovers would be more interested in socializing shrubbery.) I’m sure you can relate. With some of these pitches, I scratch my head. With others who address me as Jennifer or Dakash, I wonder if these individuals representing both small and large companies really realize that their lack of research reflects poorly on their clients.
As Web 2.0 and Social Media became globally pervasive, the landscape proved expansive, overwhelming, and bewildering. It required a social cartographer in order to visualize its grandeur. Thus, in August 2008, the original Conversation Prism was born with the help of Jesse Thomas of JESS3. The Conversation Prism continues to rapidly evolve as social networks emerge, merge, and vanish. One thing that we cannot overlook is that the true language of engagement is indeed international. Communities around the world have rallied to adapt the Conversation Prism to the reflect the social networks that thrive within each country. So far, those countries include France, Japan, and China.
Technology has united our professional and personal identities into one. You are no longer just the financial analyst, doctor, lawyer or “social media guru” during work hours. People all around you, sitting in cubicles, in offices and even the secretary can find out more personal information about you, with a single search in Google, Facebook, Twitter, etc. There is no hiding anymore and our identities will fuse even more in the future, as we use social technologies more and more during work. Of course companies have concerns with how employees behave on the internet because it’s a reflection of their brand, as well as the employees. Smart companies understand that their employees are their greatest asset and they can harness their networks, which are visible online, to help support their initiatives.
Recently, I discussed the validity of whether or not social networking (the verb) and social networks (as a noun) were impairing our ability to learn. A Stanford study suggested that this might be the case. It seems that the initial research and its supporting data is now emerging to help us further analyze whether or not this is indeed true or merely hypotheses based on the various samplings of individuals who may or may not serve as relevant subjects. I do believe that we are becoming an increasingly social society. It could very well be the era of introversion to extroversion.
I’ve been spending a fair amount of time touring the world in support of my ideas and thoughts on the direction of new PR, branding, service, and marketing communications. My reward and inspiration to continue is sourced from each person I meet and the experiences and challenges they share. I’ve learned that our greatest hindrance to evolve is not our unwillingness to do so, our indoctrination in new media and communications is truly obstructed by the executives to whom we report and serve.
I’m blogging from the Real-Time Stream event in Redwood City, California organized by TechCrunch. I will share more of my thoughts and observations in a series of posts at a later time – there’s just so much too process in “real time.” Let’s just say that the future of search, streams and the concept of the “Now Web” is blindingly bright.
Forrester Research released its five year forecast that estimates interactive marketing spending from 2009 – 2014. Forrester predicts that interactive marketing in the US will near $55 billion and represent 21% of all marketing spend by 2014 and will include search marketing, display advertising, email marketing, social media, and mobile marketing. More significantly however, overall advertising in traditional media will continue to decline in favor of less expensive, more effective interactive tools and services.
Every now and again, a PR meme appears on the Web – almost to the point where you could set your watch by it. This time around, Claire Cain Miller of the New York Times sparked the conversation with an in-depth article, “Spinning the Web: P.R. in Silicon Valley.” I respect Claire and I believe she wrote an extensive article that chronicles the launch of one particular startup and also featured supporting quotes from those PR professionals who are helping to usher in a new breed of corporate communications. While an exposé makes for an interesting read, PR is undergoing a much more significant renaissance that receives almost zero attention in this article. P.R. in Silicon Valley is far more sophisticated and effective than what’s actually spotlighted in the story and it’s much more potent than most entrepreneurs, investors, and executives realize.
One of the more interesting, albeit not necessarily press-stopping, stories making the rounds in the blogosphere and Twitterverse currently is sure to make you scratch your head or raise your eyebrow in bewilderment. Twitter officially applied to trademark “Tweet” on April 16, 2009 according to Robin Wauters at TechCrunch.
Essentially, experts are purporting the use of new tools and not necessarily connecting businesses to their customers and influencers where and how they congregate and interact.
This past weekend the Twitterverse spoke-out in exasperation and opposition against traditional media networks (CNN specifically) and the absence of instantaneous coverage of the Iranian election and the resulting fallout. “We the people” wanted real-time information regarding the violent protests that erupted on the streets of Iran and the stories probing potential foul play in the results. We took to Twitter to express discontent and to also uncover the real story as it was unfolding live through citizen journalism. The world was watching…and it did so on Twitter and not CNN or any other news network.
As a marketing and communications professional, I stress simple, straightforward language in my work, and I’m always watching for the evolving lexicon of the market. Two words that have been showing up all over the blogosphere, Web and in print like they’re on sale are authenticity and authority. After reading scores of bogs and articles featuring one or both words, it struck me there were two schools of thought among web experts, bloggers and marketers about which was more important, or which begat the other.
Twitter connects people through a rich and active exchange of ideas, thoughts, observations, and interests in one, highly collaborative and promising ecosystem. The Twitterverse advances micro interaction and connections through an expanding network of applications, engendering the potential for macro reach and resonance online and IRL (in real life).
The press release is over 100 years old and for the most part, its evolution is mostly stagnant for the majority of its lifespan. However, the press release has evolved more in the last decade than it has over the century thanks to the proliferation of the Internet and most notably, the Social Web. The tired and oft disregarded press release is finally tasting reinvention as it transforms to chase the new channels of influence as well as adapt to the rapidly shifting behavior of content discovery, consumption and sharing.
Last year, I covered the landmark SEC decision to recognize corporate blogs and potentially other forms of Social Media as a recognized form of meeting public disclosure requirements under Regulation FD (Fair Disclosure) – in some cases. It was a significant validation of a widely recognized medium for sharing information between publicly-traded companies and stakeholders. Jonathan Schwartz, CEO of Sun, among many others, successfully lobbied over the years for official recognition of blogs and the SEC finally took notice. The real question is, did other public companies and their communications and Investor Relations teams take notice?
As public relations, communications, and new media marketing professionals, it's our job to identify the communities where our customers, peers, and also influencers communicate with each other in a way that's transparent and frictionless. It's how we build relationships and how we establish our personal and corporate social capital while simultaneously increasing intellectual equity.
While we casually discussed our most current endeavors and experiences, the dancing shifted to deep conversation, ultimately transcending into a zeitgeist for the future of journalism in the era of socialized media with one simple question, “are newspapers worth saving?” Walt thought for no more than two seconds and assertively replied, “It’s the wrong question to ask. The real question we should ask is if whether or not we can save good journalism.” He continued, “Think about it. Of the hundreds, thousands, of newspapers around the country, there are really only a few that matter. Good journalism and journalists, on the other hand, are worth saving.”
The Social Web is maturing at a blurring pace, packing thousands of years of behavioral and social evolution into the span of ten years or less. Social Media has amplified our individual voices and introduced an infrastructure that connects us contextually across a myriad of social networks. We're conditioned to participate and engage genuinely and transparently in order to foster meaningful conversations and ultimately relationships. I'd like to explore the other side of the discussion that rarely sees the light of day, if for no other reason than to serve as a reminder that we can always learn how to do things better.
What follows is a detailed mission statement and instructional guide to help you successfully endeavor into the social world of online communication and relationships building.
Relationships are so much more than the mere act of following or friending someone on Twitter or any social network for that matter. It's the balladry of transcending online connections into real world relationships. It's the cadence of interaction and the poetry of conversations that empower the human network and the escalation of the Social Economy.