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SOCIAL MEDIA AND THE EVOLUTION OF CORPORATE COMMUNICATIONS BY LAURA MATTHEWS What is social media? Online technologies, practices or communities that people use to generate content and share opinions, insights, experiences and perspectives with each other Blogs, intranets, podcasts, video sharing, photo sharing, social networks, wikis, gaming, virtual worlds, micro-blogging, videoconferencing, instant message chats, social event/calendar systems, social bookmarking, news aggregation sites Literature Review A number of research studies have been conducted to examine social media and its use by marketers and PR practitioners. The majority of these studies aimed to answer a common set of questions: the most common forms of social media marketing the time commitment involved for social media marketers the benefits of social media marketing the audiences being reached by social media marketers how the effectiveness of communications are measured in social media marketing the impact that social media marketing will have in the future. Traditional Corporate Communications Negative stereotypes: Spin Flack Propaganda Highly controlled output One-way communication Staying “on-message” Channels: Traditional Media ○ Newspapers ○ Radio ○ TV The Social Media Revolution http://www.youtube.com/watch?v=sIFYP QjYhv8 Source data: http://socialnomics.net/2009/08/11/statisticsshow-social-media-is-bigger-than-you-think/ http://searchengineland.com/images/Social_Media_Building.gif What’s Changed? Corporate communications can no longer be one-way output. DIALOGUE is key. Social media offers companies new ways to reach stakeholders, as well as to evaluate their communications. New channels, new tactics: Bloggers are the new journalists Interactive news releases What’s Changed? New Jobs: According to former Secretary of Education, Richard Riley, “The Top 10 in-demand jobs in 2010 may not have existed in 2004.” Companies NEED social media expertise – good news for those of you who have it. The Future Social media is going to continue to change, and corporate communications is going to change with it. Traditional media still matters, but standard PR tactics are evolving to fit new channels, like social media.