For many practitioners and brand owners, going social seems like the most logical thing to do after the slow decay of mainstream media, where more and more people are shifting their reading and viewing habits away from traditional media, into the arms of mobile entertainment. And yes, that pot of gold at the end of the “social” rainbow did not materialize.
The obsession with thick folders of media clips, is fast facing obsolescence. Emerging and contemporary marketing and publicity have become more focused on social conversations, whether they are positive or not, and how best to transform social conversations to sales leads.
Survival of the fittest is no cliché, but rules the light-speed world we live in today. While monolithic and gigantuan organizations and institutions are struggling along, some are finding that survival is about how brutal and honest you can be with pushing yourself towards progress and sustainability.
The media landscape is blurring, with blogging, social media, and now, “brand journalism”. Just how do we keep up with the changes?
I have been in public relations since the early 1990s, and the industry was glacial in evolution. However, that has changed dramatically in recent years, with social media and mobile platforms erupting and forever changing how we communicate.
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