How PR 2.0 Created the Social Media Bubble

Image by John Petrick The social media influence bubble finds its basis in measurement of inaccurate barometers. While one can use glittering generalities in defining influence — such as the ability “to cause desirable and measurable actions and outcomes” — in reality, those desirable actions are vapid benchmarks. Specifically, PR 2.0 measurements are participation oriented: retweets, impressions, follower counts, blog rankings, and other public measures of “conversation.” Responsibility for the resulting social media bubble and the increasing demand for impact belongs to the PR industry in its 2.0 incarnation. It’s the same industry that during the 1.0 era relied on similar metrics, such as number of press clippings, impressions (sound familiar?), and the winner of all metrics, ad equivalency. Current […]

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