The below preview was originally posted at SocialTrenz.com by Sergio Balegno, senior analyst with the MarketingSherpa Research Group, and lead author of the 2009 study, “Social Media Marketing and PR: Benchmarks and best practices for harnessing the power of the social marketplace”. Visit http://www.socialtrenz.com for the original posts or click here to buy the book.
The practice of marketing communications and public relations as we know it is certainly not dead, but it is just as certainly changing. Social media, and its ability to create virtual communities of common interest and trusted conversations between companies and their prospects and customers, is the catalyst of this change. Cumulatively, 68% of the 1886 marketing and PR professionals responding to our recent benchmark survey agree. 37% of decision makers strongly agreed compared to 26% of those who influence or implement social media marketing and PR programs.
The impact of this change is not limited to the way marketers communicate with customers and prospects; it is having an even greater impact on how PR agencies and in-house publicists communicate effectively with journalists and other influencers. In delving deeper, we found that 83% of agencies and consultants, whose opinions are based on a broader range of client experience, agreed with the question of change compared to 70% of client-side marketers.
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