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In a recent post about the Social Media revolution in the always interesting blog by Brian Solis, we are introduced to this concept of “distributed participation”. The post echoes the results of a Forrester Research study about the use of social technologies in 2009. Not surprisingly the growth of usage is not stopping with only 18% of US adults not taking part in the social game.

But the real interest lies in the qualitative conclusion that “now is the time to build social marketing applications and that Interactive marketers should influence social network chatter, master social communication, and develop social assets – even if their customers are older”. That’s distributed participation.

As Solis states, it’s about strategic engagement focused on listening and research. We have to listen to the conversations because they take place even if we don’t listen or take part. “We are either part of or absent from the decision making process”.

In the PR world we have always prouded ourselves for “knowing” the media. We should embrace, engage and take part in the new media because it will empower our services, our capabilities and our results.

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With all these new social media what are the future like for the PR business?

Shel Holtz, principal of Holtz Communication + Technology and author of the book “Public Relations on the Net” has gathered some interessting thoughts about this topic at his blog.

He also posted this small video which contains some very good advice for PR companies all over the world.

I tend to agree. We need to know more about the new social media – and we continuous need to educate our clients and our employees so we are on top of things.

Not the end…
Social media is not the end of Public Relations but it is the beginning of a new era which contains new markets and a lot of positive opporttunities for us as PR professionals. But we have to dare to take some chances and just try some ting new in order to develop us as PR companies and to develop our clients.