Web 2.0 is about to make your job a lot harder.
"2011 is about looking at all the wealth of data the social Web brings you about your clients’ activities, and it’s about giving them informed decisions on what to do next," Brogan writes.
He recommends that PR pros:
Develop proprietary communities. "Platform fatique" is driving customers from "commons" like Facebook and Twitter to micro-communities. The PR pro who builds a tiny online community that targets a client's customers is developing a property with remarkable long-term value.
Devote more energy to content development. Formerly the baliwick of marketing, content is now the "coin of the realm." PR pros need to think content.
Focus on generating sales. "The PR agency or department that helps drive sales into the business are the ones who'll flourish in 2011."
Get a grip on analytics. Knowing how to blog or post on Facebook is no longer enough. "2011 is about looking at all the wealth of data the social Web brings you about your clients’ activities, and it’s about giving them informed decisions on what to do next."
