In the Social Media Here and Now

In the Social Media Here and Now

Katie Delahaye Paine in her book “Measure What Matters,” gives some great insight into how social media has revolutionized the thinking of PR, advertising and marketing. Social media has pushed us to shift the thought process in three main areas. While her book was published in 2011, these main points are still very relevant to keep at the forefront of our social media minds.

1. Timeliness has been redefined – It used to be that getting back to a concern within a few days made your customer service responsive. With customer service moving into the social media world, where being responsive is reacting in minutes.

2. The role of marketing and communications has been redefined – The rise of social media and the internet have moved from paid searches and sales person deals to organic, customer reviews. In today’s environment, it is much more effective to communicate to the “smaller numbers of the right people is far more valuable than reaching millions of faceless eyeballs via advertising.”

3. Most definitions of success are irrelevant – For years success was how many eyeballs saw your product or brand name. This concluded in buying or earning eyeballs from advertising or getting your name or story in the media. Measuring relationships is part the right now for measurement and social media overall.


Check back next for my post on what some more rules for PR and social media from Katie Paine!