The Future is Yesterday:Public Relations in the Networked Era
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PewInternet.org The Future is Yesterday: Public Relations in the Networked Era Public Relations Society September 20, 2012 Lee Rainie: Director, Pew Internet Project Email: [email protected] Twitter: @Lrainie
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Lee Rainie, director of the Pew Internet Project, will describe the new media ecology and how “networked individuals” get, share and create information. This new environment has disrupted the old models of public relations and requires a new understanding of how information is passed through social media and networks and how influence is reconfigured when everyone is a publisher and a broadcaster.
Transcript of The Future is Yesterday:Public Relations in the Networked Era
PewInternet.org
The Future is Yesterday: Public Relations in the Networked Era
Public Relations Society
September 20, 2012
Lee Rainie: Director, Pew Internet Project
Email: [email protected]
Twitter: @Lrainie
2
“Tweckle (twek’ul) vt. To
abuse a speaker to Twitter
followers in the audience
while he/she is speaking.”
we need a tshirt, "I survived the
keynote disaster of 09"
it's awesome in the "I don't want to
turn away from the accident because I
might see a severed head" way
too bad they took my utensils away w/
my plate. I could have jammed the
butter knife into my temple.
Digital Revolution 1: Broadband Internet (85%) and Broadband at home (66%)
Networked creators among internet users
• 69% are social networking site users
• 59% share photos and videos
• 37% contribute rankings and ratings
• 33% create content tags
• 30% share personal creations
• 26% post comments on sites and blogs
• 15% have personal website
• 15% are content remixers
• 16% use Twitter
• 14% are bloggers
• … of smartphone owners, 18% share their locations; 74% get location info and do location sharing
Revolution 2: Mobile – 89% of adults
331.6
Total U.S. population: 315.5 million
2011
Revolution 3: Social networking 59% of adults
New Reality 1) The world is full of networked individuals using networked information
Image attribution: Flickrverse, Expanding Ever with New Galaxies Forming Cobalt123 http://www.flickr.com/photos/cobalt/34248855/sizes/z/in/photostream/
New Reality 2) The is no high-tech secret sauce for effective message content
New Reality 2) Corollaries
• Credibility is assessed through multiple filters
– Trusted information sources (including search engines)
– Personal beliefs/experiences
– Social networks
– Aggressive fact checking
• Yes, bad information hangs around, but it can be attacked in several ways
– Recanting
– Better information, especially from multiple sources
New Reality 3) Mass-media megaphones still matter to getting a story out, but new messaging opportunities have emerged and new influencers can be identified
David Edelman: “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1
apps
New Reality 4) Real-time, just-in-time, “my time” messages/data are powerful
New Reality 5) Be findable … and always be ready for your closeup
Gloria Swanson as “Norma Desmond” in Sunset Boulevard http://www.imdb.com/title/tt0043014/
New Reality 6) There are stages of engagement with audiences and each has a different weight
http://www.idealware.org/articles/engagement-pyramid-six-levels-connecting-people-and-social-change
New reality 6) Corollaries
• The social media space is a “fifth estate” with a different civic sensibility
• Facebook is different from Twitter
• Social media users are semi-elite, they do not represent everybody
• Lurkers matter as an audience that is watching and assessing
New Reality 7) Influence is migrating from organizations to networks and new “experts”
Traditional experts with new platforms, esp. blogs
Amateur experts who are avid contributors – sometimes with tribes
New algorithmic authorities
New Reality 7) Corollaries Social networks are more influential and are
differently segmented and layered
Sentries
New Reality 7) Corollaries
Evaluators
Social networks are more influential and are differently segmented and layered
New Reality 7) Corollaries
Audience
Social networks are more influential and are differently segmented and layered
• Continuous partial attention to media streams
• Immersion in deep dives
• Info-snacking in free moments
New Reality 8) The flow of information has changed – and so have people’s attention zones
New Reality 9) All organizations are under more scrutiny … transparency is a new marker of trust
Surveillance – powerful watch the ordinary
Sousveillance – ordinary watch powerful
Coveillance – peers stalk peers
New Reality 10) The age of big data is upon us – and will give new power to analytics
New Reality 11) Critical uncertainties remain
The architecture itself
Information policies
Social norms and attitudes
Eat food Not too much Mostly plants. Eat pie. Very good pie. Not often.
Call Mom. Let her talk. Don’t argue.
Make promises. Don’t break them. Find loopholes.
Be unforgettable. Engage the crowd. Adjust accordingly.
Public Relations Rules - 1
Share ideas On many platforms. Listen hard.
Public Relations Rules - 2
Recruit influencers. Distribute your stuff. Go mobile.
Public Relations Rules - 3
Be not afraid
Thank you!
