For all of you who have said to me "but I don't have time or budget to deal with social media" you need to read the latest data on where people are getting their news. In the last two weeks, I've informed several of my clients that while they weren't watching, the percentage of their total mentions that are coming from social and on-line news sources is now 80% of their total coverage, while traditional print now represents somewhere between 5 and 9%. And yet, when I suggest that perhaps they might want to measure and monitor their social media the way they do traditional, they still cling to that precious "traditional media" so they can see where their press releases are showing up. And just how useful is that? There's more and more evidence that Twitter has taken over for the press release.
Now, to be fair, the vast majority of my clients have, in fact, incorporated social media into their regular measurement program. And the vast majority are doing it right -- i.e. measuring for the the same terms and using the same methodolgy. But those are my clients. The vast majority of PR folks out there that I talk to every day still seem to want to compartmentalize their coverage into two silos, the traditional and the social. They do this not just in terms of monitoring and measuring but in how their entire organizations are structured.
Does it ever occur to them that rather than look at the world thru their control-colored glasses and interact with the media the way THEY want to see it, they need to be seeing media, news and information the way their customers do? Just sayin..