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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The Obvious Next Community Step – Mobile

According to Pew Internet, forty percent of adults use the internet, email or instant messaging on a mobile phone (up from the 32% of Americans who did this in 2009). Of that group, 38% browse the web using their phones. This trend, given the ever growing (and cheaper) smartphone marketplace, represents the greatest sea change on the social web since Facebook opened its walls to non college students. Positioning a company or nonprofit to effectively engage stakeholders on their smartphone, tablet or other portable device only makes sense. Mobility is the most obvious change that communities are making wholesale on the interwebs. As Priya Ramesh pointed out yesterday on the Buzz Bin, mobile web access is expected to surpass desktop […]

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