SOCIAL MEDIA AND THE EVOLUTION OF CORPORATE COMMUNICATIONS

BY LAURA MATTHEWS

What is social media?

Online technologies, practices or communities that people use to generate content and share opinions, insights, experiences and perspectives with each otherBlogs, intranets, podcasts, video sharing,

photo sharing, social networks, wikis, gaming, virtual worlds, micro-blogging, videoconferencing, instant message chats, social event/calendar systems, social bookmarking, news aggregation sites

Literature Review A number of research studies have been conducted to

examine social media and its use by marketers and PR practitioners.

The majority of these studies aimed to answer a common set of questions: the most common forms of social media marketing the time commitment involved for social media marketers the benefits of social media marketing the audiences being reached by social media marketers how the effectiveness of communications are measured in

social media marketing the impact that social media marketing will have in the

future.

Traditional Corporate Communications

Negative stereotypes:SpinFlackPropaganda

Highly controlled outputOne-way communicationStaying “on-message”

Channels:Traditional Media

○ Newspapers○ Radio○ TV

The Social Media Revolution http://

www.youtube.com/watch?v=sIFYPQjYhv8

Source data: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

http://searchengineland.com/images/Social_Media_Building.gif

What’s Changed?

Corporate communications can no longer be one-way output.

DIALOGUE is key. Social media offers companies new

ways to reach stakeholders, as well as to evaluate their communications.

New channels, new tactics: Bloggers are the new journalistsInteractive news releases

What’s Changed?

New Jobs:According to former Secretary of Education,

Richard Riley, “The Top 10 in-demand jobs in 2010 may not have existed in 2004.”

Companies NEED social media expertise – good news for those of you who have it.

The Future

Social media is going to continue to change, and corporate communications is going to change with it.

Traditional media still matters, but standard PR tactics are evolving to fit new channels, like social media.