PR: The Good, Bad and Ugly
PR Outlook: 4 Public Relations And Social Media Trends To Watch In 2010
by Bobby McDonald
In just a few weeks we can throw away our 2009 calendars, smack our resolutions on the fridge and welcome in the New Year. As is always the case, I feel obligated to write an end of year post, but this year I'd like to take a look at changes happening in public relations and social media (I see the two as linked; here's why) and discuss some of the trends we'll see in 2010. So in no particular order, here we go:
1) "Traditional" Media Will Continue To Move Online En-masse
This one shouldn't be a surprise. As newspaper circulations are down across the country and people tire of the talking heads on television, people will continue to rely on the Internet for the most up-to-date news. Social networks, specifically Twitter, will continue to break stories and have news organizations scrambling to source the information. In 2009 we saw CNN, Fox News and others break the news on Twitter, without a link to their site so they wouldn't be scooped by the Internet. The story followed a few minutes later.
In 2010, look for the increased use of user-generated content to fill media sites. Wikipedia is statistically more accurate than the Encyclopedia Britannica, so why can't crowd-sourcing and self-policing work for news organizations? The person/company who figures this out stands to make a bundle too, so hop on it!
2) The Mobile Web
This point is a bit misleading. When I say "the mobile Web," what I really mean is that smartphones like the Blackberry, iPhone and Android will play a larger role in peoples' lives. Instead of just carrying a phone, smartphone users are beginning to realize that they actually have a small computer in their pocket. Mobile Web sites are popping up across the Internet, and as smartphone technology continues to race ahead so will the mobile Web in 2010.
As both public relations and social media professionals it will be our responsibility to dive in headfirst, and figure out the tools of the mobile Web and how they can be used. Location-based technologies will play a huge role moving forward. We are already seeing this with companies like Foursquare and Square (completely different companies, promise). For the mobile Web, just as in real estate, it's all about location, location, location.
3) HARO, ProfNet And ...
As a PR firm, we find tools like HARO and ProfNet to be invaluable to connect our clients and anyone in our network with reporters looking for an expert source. For a reporter, the HAROs and ProfNets of the world are at least as useful as a Google search. There are other services that attempt to do what ProfNet and HARO do, so far with little success. This will change in 2010 as reporters continue to do more with less, and as new tools to connect reporters with sources are developed out of necessity. These new tools may come in the form of industry-specific HAROs or new Web sites that find an easier/better way to do things.
As with any new service, there are some issues, namely spam and public relations professionals who take the spaghetti approach -- throw a whole bunch of noodles on the wall and maybe one will stick. Peter Shankman (HARO creator) found an interesting way to combat this problem. He publicly outs the worst offenders to his entire network of reporters!
4) Businesses Large and Small Get Social
Almost 80 percent of Inc. 500 companies reported using social media in 2009. This number is up 31 percent from 2008! OK, I'm not going to beat you over the head with the "everyone's doing it stick." Instead, I'll refer you to a study conducted by Wetpaint and Altimeter group. The study measured engagement of the top 100 brands online and found that those companies with the deepest levels of engagement saw revenues grow by an average of 18 percent in 2008. Those brands with the lowest levels of engagement saw an average drop in revenue of 6 percent. So what's the trend for 2010? Small business and the remainder of large organizations without a social media presence will test the social waters in 2010.
Any big trends for 2010 missing? Let me know what you think in the comments or on Twitter.
Permalink | 12/14/2009 |
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Apr 16, 2010
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Jun 14, 2010