Quick Start to Social Media Change

Since I started blogging about social media and PR, I've managed to
spark a lot of discussion around some seemingly overlooked
opportunities for newspapers, journalists, brands and agencies to
embrace and integrate social media. Sometimes I just stir things up,
but my goal is to generate some practical methods for integration.

We all understand that early adopters (like you) will set the tone for
the future of social media as it relates to each of your industries.
Here's a more concise, down and dirty list of topics and potential
solutions brought to the table at PitchEngine.

• FOR BRANDS

Public Relations:
The social media release and distribution methods like FriendFeed and Twitter will change the game. PR spam and blanket online distribution methods will be diminished by
true engagement with media contacts open to a new form of PR delivery
and conversation. No more printed press kits, no more attached pdf
files or hard copy releases. It's not just about comment-enabled releases, but also delivering budget and time-strapped journalists the
assets they require via new methods. From high-res images and b-roll to
one-click product sample requests and no more voicemails. PR will drive
social media adoption for mainstream media by introducing journalists via these new, more concise pitch mechanisms.

Advertising:
While I've been frustrated at the lack of engagement in advertising
methods, I think the lines between PR and Advertising are going to
become a lot fuzzier. Where does social media fit - PR or Advertising?
Effective social media takes both time and money. Building a Facebook
page doesn't make your brand "social" either does having an RSS feed.
The biggest change facing the Media Plan is going to be spending less
money on traditional sources and openning up the door for some creative
social media. That said, PR is going to play a big role. The engagement
required for effective social media integration can't be done like
advertising. The conversations and "friend" collection has to be
authentic. The jury is still out on this one. I'm watching brands like Popeye's Chicken who has started to Twitter to fans. More to come on this topic later in the week on PitchEngine.

Internal Marketing:
One of the best ways to get the brand on board with social media is to
start internally. My first foray was a PR blog designed specifically
for our sales team and their buyers and dealers. Each time our brand
gets good placement, wins an award or does something grand- our sales
force is updated via RSS, email and blog post. As you may know, there
are many social tools out there. Find the ones that suit your
corporation and start simple. The more understanding by your entire
company, the better chance you'll have to develop a social media
program outside the corporate walls.

• FOR MEDIA

Newspapers:
While it's happening only with select newspapers, I believe the future
is about creating community. What better way to connect communities big
and small than newspaper? My recommendations include registering users
and creating groups of people responsible for reporting on their
specific topics. People would subscribe to subsets of the news. For
example, the coach of the local sports team may blog about games and
fans interested will subscribe to that news which is syndicated by the
newspaper. Ad revenue would be generated by targeted ads aimed at
sports fans, etc. This is a small example- See more in Newspapers Missing the Benefits of Social Media

Television News:
Yes, even television can benefit from early adoption of social media.
Twittering reporters in the field could bring up-to-the-second newsbits
to the lower corner of the newscast during certain breaking stories.
User-submitted video, uploaded directly to the newsroom could be
utilized for a user-generated newscast segment, or collected and edited
for inclusion. Perhaps real-time viewer comments during specific
segments would help engage viewers, building a stronger connection
between viewer and tv station. There's work to be done here- who will
spark it?

If you're like me, you love the promise and new dynamic social media
brings to the game. Each of us will play a role in how it evolves and
takes shape in the industries we participate in. There are great ideas
floating around, and some much more brilliant minds behind them. Be
engaged and find ways to take their knowledge to your own individual
applications. Share your ideas, and accept the criticism that may
follow- you have nothing to lose.