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The Conversation Index
By Brian Solis, blogger at  PR 2.0  and principal of FutureWorksPR, Co- Author Putting the Public Back in Public Relationsand Now Is Gone
I admire the work of Valeria Maltoni . Over the years, we've shared our individual ideasand vision for discovering, monitoring, and measuring relevant conversations in order toeffectively chart the corporate landscape and identify opportunities for mutually beneficial engagement and learning. We've decided tocollaborateto weave our experiences and advice into one post that we hope helps you unravel the confusionstemming from value over hype when evaluating Social Media as a channel for  presenting, interacting, and observing.
Aspublic relations,communications, and new media marketing professionals, it's our job to identify the communities where our customers, peers, and also influencers communicate witheach other in a way that's transparent and frictionless. It's how we build relationships and how
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
we establish our personal and corporate social capital while simultaneously increasingintellectual equity.Social Networks are magnets for marketers, but the people who define each online communityare growing reticent to their hollow attempts at connecting as a means to create or extend achannel for broadcasting messages in a one-to-many hyperbole assault.True social marketing is not marketing at all. The new era of communications necessitatespersonalization through a genuine and humanized approach. It fuses marketing, service,sociology, psychology, creativity, sales, and a dedicated practice of transparent Social Customer Relationship Management (sCRM).
Here's why this is hard for companies
- internally, the organization of work is still centeredaround a product or a service, things are seen from the inside out. Sometimes the deliverymechanism of that product is mistaken for the product itself.For example, newspapers identified their product very closely with paper - thus requiring printingproduction plants, distribution models, and sponsors (advertising). The infrastructure createdaround the news to make it a business held it inside a specific model. The job of getting thenews today is performed in hundreds of different ways - all vying for our attention. How couldnews organizations become more agile and relevant in this new context?
Technology Versus Social Sciences
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Social media is not governed by the media or technology that facilitate online interaction,contribution, or participation. It is defined by the people, the communities they join, and theparallel cultures and behavior that manifest. Technology and the networks that spawn throughconstant innovation will continually surface, merge, excel, or vanish. Human nature and thedesire to connect, interact, and elevate is perpetual.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
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