Last week I co-presented a BrightTALK webinar on the impact of social media on branding and reputation for an audience of media and marketing professionals.
The lead presenter was Cathy Pittham, MD of the European arm of global PR company, the Racepoint Group. (Its chairman, Larry Weber, is something of a new media marketing guru and has been writing books on the subject since before most of us knew it was a subject.)
I went to Cathy because I felt she'd have far more practical advice to offer than I possibly could. After all, I was a bit of an outsider to marketing and PR - mainly an observer or a victim, depending on your point of view. So it ended up becoming 'her show' with me asking questions on behalf of the audience.
As we went through the preparation, it became clear to me that operating effectively in the social media world requires many of the hard-won skills from the traditional media world. It also needs a cultural shift by all participants towards openness, giving genuine value and two-way engagement.
Nothing new there, I hear you say. Which is true. Which is why the presentation focuses primarily on what good stuff and processes can be nicked or adapted from tradtional PR and Marketing activities.
As we discussed the powerful combination of traditional and social media techniques, I desperately wracked my brain for a suitable parallel. All I could think of was a nuclear chain reaction, which is triggered by combining two volumes of fissile material to make a single 'critical mass'.
Which is what led to me slipping this final image into the slide deck.
The webinar (BrightTALK calls it a webcast) lasts a tad under 45 minutes, unless you skip from slide to slide to make it quicker (and jerkier).
The social media world changes all the time but we hope that this presentation will offer you a durable 'framework' for your own planning.