In 2008, when my colleague Heidi Sullivan and I kicked off the new CisionBlog, a survey of PR professionals found that only half were reaching out to bloggers (in a study this year, four in five said they do blogger outreach). In 2008, Facebook had barely eclipsed MySpace and was still largely the province of college students. Receiving your entire Twitter feed as a series of text messages was considered perfectly reasonable behavior.
When I think about how technology has reshaped PR, marketing, media and the social Web over the past few years, it’s been a dizzying array of adaptations and innovations. To me, what drives this evolution is both positive and inspiring. You might call it the social business expectation.
The social business expectation first presented itself when we began to expect brands to fess up and apologize earnestly each time an employee tweets a sarcastic response to an angry customer, or a company’s workers are caught doing unseemly things with cheese in a YouTube video. But it’s much more than that. Read it all..