In most cases of corporate Social Media, conversations equate to chatter, which to be honest, is child’s play. It’s a perpetual cycle of moving and reacting and I have yet to see the true value, scale, and return in responding to everyone on Twitter. Yet, if you attend any conference where Social Media is at the crux of the experience, you’d believe that Twitter is the only social network on the Web.
I’m Not Talking to You By Brian Solis, blogger at PR 2.0 and principal of FutureWorks PR, Co-Author Putting the Public Back in Public Relations and Now Is Gone Credit: Natalie Dee Social Media continues to fascinate me. If you stop and think about it for a moment, we’re presented with something special…something almost too simple to appreciate. Essentially, we have been given a gift – a looking glass into the thoughts, opinions, feedback, and dialogue that represents a snapshot of market sentiment and behavior. So, what do we do with this gift? A few, but growing faction of businesses realize the value in listening and learning. Others focus energy on conversation monitoring and mining. Well, and most are either incognizant of this incredible conversational microscope, but will soon awaken to the reality and influence of the outside world. (cc) Brian Solis, www.briansolis.com - Twitter, @briansolis Whether you believe that Social Media symbolizes the future of all media and communications, at the very least, we can agree that it represents the democratization of information and the equalization of authority. Value on the other hand, is debatable. The so-called wisdom of the crowds can be disappointing at times. It can also surprise and inspire us. Our returns in Social Media stem from our investment into it – through dedication, heart, soul, value, and wisdom. In most cases of corporate Social Media, conversations equate to chatter, which to be honest, is child’s play. It’s a perpetual cycle of moving and reacting and I have yet to see the true value, scale, and return in responding to everyone on Twitter. Yet, if you attend any conference where Social Media is at the crux of the experience, you’d believe that Twitter is the only social network on the Web. The fact is that participation should resemble an integrated and streamlined system of strategic fieldwork (digital anthropology), research, analysis, internalization, service, systematic workflow for translating information into meaningful action and growth, the outward communication of support, empowerment, and vision, and the evolution inspired by the absolute experience. Everything must start with a plan and covenant that established a strategy for presence, not visibility, and the actions that define and strengthen it over time. This should not be news however. You’re either a host or guest. You’re either a leader or a follower. You have to collaborate within in order to collaborate outside – prior to engagement. Without an infrastructure to truly support what you will indeed learn in the “now” Web and the internal support to adapt to best meet the needs of your customers and influencers today and tomorrow, then what do we accomplish by spending and applying significant resources to the proverbial conversation? We’re all learning together, and perhaps for me, that’s where the magic lies. It’s time to shift from a mindset of monitoring and mining to one of collaboration, leadership, and justified adaptation. (cc) Brian Solis, www.briansolis.com - Twitter, @briansolis Give them something to talk about… MarketingSherpa released a report that surveyed social media marketers in late 2008 about the effectiveness of their practices. I thought you might find the data interesting and helpful. eMarketer translated the data into a visual presentation for our review and analysis. (cc) Brian Solis, www.briansolis.com - Twitter, @briansolis (cc) Brian Solis, www.briansolis.com - Twitter, @briansolis Brian Solis is globally recognized for his views and insights on the convergence of PR, Traditional Media and Social Media. He actively contributes his thoughts and experiences through speaking appearances, books, articles and essays as a way of helping the marketing industry understand and embrace the new dynamics fueling new communications, marketing, and content creation. Solis is Principal of FutureWorks, an award-winning PR agency in Silicon Valley. Solis blogs at PR2.0, bub.blicio.us, TechCrunch, and BrandWeek. Solis is co-founder of the Social Media Club and is a founding member of the Media 2.0 Workgroup. Solis has been actively writing about new PR since the mid 90s to discuss how the Web was redefining the communications industry – he coined PR 2.0 along the way. Solis is considered an expert in traditional PR, media relations, and Social Media. He has dedicated his free time to helping PR professionals adapt to the new fusion of PR, Web marketing, and community relations. PR 2.0 has earned a position of authority in the Technorati blog directory and currently resides in the top 1.5% of indexed blogs. BrianSolis.com is also ranked among the most influential blogs in the Ad Age Power 150 listing of leading marketing bloggers. Working with Geoff Livingston, Solis was co-author of “Now is Gone,” a new book that helps businesses learn how to engage in Social Media. He has also written several ebooks on the subjects of Social Media, New PR, and Blogger Relations. His next book, co-authored with Deirdre Breakenridge, “Putting the Public back in Public Relations,” is now available from FT press. Connect with Solis on: Twitter, FriendFeed, LinkedIn, Tumblr, Plaxo, Plurk, Identi.ca, BackType, Social Median, or Facebook --Subscribe to the PR 2.0 RSS Feed (cc) Brian Solis, www.briansolis.com - Twitter, @briansolis
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