Rant On Social Media & Purpose.
A new decade is unfolding right before our eyes, and with it new and exciting possibilities. In the last ten years the evolution of the Internet from simple browsing to Web 2.0 and Social Media has revolutionized the world of business communications and public relations, elevating both to a whole new level of importance. Social networking and integrated mobile platforms are now allowing PR professionals to foster more intimate and personalized relationships with their publics and media partners, as well as the ability to collect an unprecedented amount of data necessary to research, monitor, analyze and evaluate a whole range of activities and programs, and all in near real-time.
And so, it seems like every day one guru or another evangelizes the virtues of Web 2.0 and Social Media, but as PR professionals we should know better than to believe the hype. Don’t get me wrong, I firmly believe the social web is an important tool in the public relations specialist’s arsenal, and like all tools it requires the knowledge and purpose to use it. The first of which is abundant, the second…sorely lacking.
