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Social Social MediaMedia
The blurring and blending of disciplines
National Spotlight
Edelman Trust Report, January 2007
•“A person like me” is the most trusted spokesperson – 51%
•22% trust CEOs
•36% trust an average employee
Social Media
• 57 million blogs
• Number of podcasts exceed the number of radio stations worldwide
• Wikipedia has1.4 million entries = 10X Encyclopedia Britannica
Edelman Report, 2007
What This Means
• Top down communication is drastically reduced
• Consumers have more power & credibility
• Consumers can start, lead or derail the conversation
Dell’s Laptop Battery Recall
Blogs Broke the News
Amateurs Make Ads
NYT Magazine – Feb 4, 2007
•Finish our Film
• Blow Sh*t Up
Caution
Social Media Rules
• Companies must operate with transparency and integrity
• Embrace and engage customers and critics
Engaging Customers and Critics
Social Media News Release
Social Media – Blending of Disciplines
• Blogs• Podcasts• Online Video• Social media
news releases• Creating new
brand venues
• Public Relations
• Advertising
• Online Services
• Brand Management
Social Social MediaMedia
The blurring and blending of disciplines
National Spotlight