{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Social media will be an enterprise-wide mainstay by 2011, but most marketers and PR people are still trying to wrap their heads around it all.  And those that don't get up to speed could find themselves without a job.

The CMO Club, polls its members on a regular basis. Just before the end of 2009 they asked this question:  What would you do differently in 2010? 64% said they'd increase their spend on social media and 72% of those who are not yet doing social media said it's on their list for this year.

This week the question was What is your top priority for hiring?  Social media skills topped the list at 39.2%. Next was segmentation and database marketing at 29% and industry expertise was third at just 14%.

Pete Krainik, founder of the CMO Club, predicts social media will be an enterprise-wide mainstay by 2011, but most marketers are still trying to wrap their heads around it all.  And those that don't get up to speed could find themselves without a job, he says.

And since PR likes to think we're leading the social media charge, it seemed logical this would apply to PR jobs too.  I asked several executive recruiting firms who specialize in PR and communication placement and they confirmed my thoery: Social media skills are high on the list of accomplishments required for landing/keeping a PR job today.

I polled PR agencies on Twitter to find out if they feel that social media is essential to winning and keeping accounts. About 70% replied with an emphatic 'yes.'

Yet Econsultancy's Social Media and Online PR report found only 13% of companies are 'very satisfied' with the social media services they get from their PR agency. The Public Relations Society of America's Counselors Academy rated mastering social media skills as the #2 concern for PR professionals in 2010. 

So I'd say we still have some work to do. If getting more knowledge on the subject is on your list, check out this social media strategy whitepaper.

Sally Falkow

Published 12 January, 2010 by Sally Falkow

Sally Falkow, APR

The Proactive Report

Anticipating online PR trends

9 more posts from this author

Comments (7)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Felicity

Hello Sally,

This is interesting but I'd be keen to hear how many PR agencies you polled on Twitter as this affects how reliable I consider the findings.

Thanks, hope you can take the time to answer my query.

Felicity

almost 7 years ago

Avatar-blank-50x50

t'

You polled PR companies on twitter and asked them if they thought social media was essential to winning and keeping accounts? Isn't that a lot like asking someone holding a chocolate bar whether or they like chocolate?

It's nice to know, preaching to the converted here really, but I can't help but feel it would've been nice to have more offline agencies polled as well - not just those that are already invested in the social media platform.

almost 7 years ago

Avatar-blank-50x50

David Shantz, Magnity

I beleive that we are about to reach an inflection point here - where online markeing spending will pass broadcast media... It already has by some metrics in some demographics - So the interesting idea would be to look at what companies are spending.

One of the more interesting ideas would be to explore the organizing principals. We help comapnies to integrate social media by engaging their people... This could be regarded as Free, but thre really is a cost.

Just saying...

almost 7 years ago

Sally Falkow

Sally Falkow, Strategist at The Proactive Report

My Twitter poll was not a formal, valid survey.  It was just a quick snapshot of what people in PR think. I got 47 answers.

And apparently people holding chocolate bars don't always eat them!

There are PR people who work at agencies that don't offer any social media services. And they don't see it as a downside. 

I'll post a formal surevy online and see what we get.  Of course that assumes the people we survey are online.  So perhpas we're back to the chocolate problem :)

Sal

almost 7 years ago

Sally Falkow

Sally Falkow, Strategist at The Proactive Report

Hi David

I agree.

That's why we've added Dana Chinn of USC who blogs at NewsNumbers.com to our panel for the Social Media Club San Gabriel Valley event January 21. 

Sal

almost 7 years ago

Avatar-blank-50x50

John Antonios

Hi Sally,

thank you for this great and well-timed post. frankly i was wondering when i will start reading about social media being a requirement on the resume of a Marketing or PR candidate. 

As a marketeer, I found myself obliged to get on that bus early on since it was obvious that social media will no longer be a buzz word by the mainstream in my humble opinion. 

Companies, brand, people are looking for smarter investments - even if we can afford to spend on traditional advertising, I think social media plays a vital role in providing a two-way transparent communication that no other media provides. Due to the overload of information and competition, consumers are looking for the "trust" factor - and I think social media, if played right, provides that platform.

All the above justifies why Marketing & PR people should embrace social media!

almost 7 years ago

Avatar-blank-50x50

Don Bartholomew, Vice President, Digital Research at Fleishman-Hillard

Re: David's comment on spending

Marketing spend on traditional advertising versus social is not even close, nor will it be any time soon.  The latest figures I saw (of course I can't remember where) were 88% spend on traditional (TV/Radio/Print/Outdoor) v. 12% online.  The growth rates tell a different story of course.  The investment difference is driven to a large degree by the disparity in costs for a "unit" of traditional advertising versus a unit of online spend.  Better ways to look at it might be the aforementioned growth rates, activity levels, perceived strategic importance and similar factors.  -Don B  @donbart

almost 7 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.