Yesterday, as I was plugging away at work, it suddenly dawned on me how things have utterly changed for me since the advent of digital and social media. So I tweeted, “Noticing in very real, concrete ways how digital and social media has utterly changed the way I work.”
And how have things changed? Off the top of my head, I can think of three ways my job as a Marketing/Public Relations/Communications specialist has changed:
- I hardly refer to physical newspapers any more, despite being the PR/Communications leader for my organisation. Don’t get me wrong, this isn’t a discussion on the validity or credibility of mainstream media vs. alternative/new/social/digital media… it’s about the physical function/value of a printed newspaper against what I can get from online/digital sources.
- I can, and I do, keep updated/abreast on the latest news, including for business and national issues, via social media more than any other source. My Twitter feed keeps me more updated and more up-to-date than other sources.
- I now think that the “traditional” measurement of PR ROI using Ad Equivalent Value (or worse, number of articles!) seems a little archaic and self-serving. I don’t think it’s a true measure of one’s brand and engagement. Just because you get a lot of coverage doesn’t mean it translates to positive branding or customer/audience engagement with your organisation… obviously, just look at the recent BP Oil Spill catastrophe off the Gulf Coast!
Have your jobs changed in real and concrete ways since Digital and Social Media? How?