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Part IV: PR 2.0: A Promising Future > Socialization of Communication and Servic...

Chapter 16. Socialization of Communication and Service

In Chapter 15, “Community Managers and Customer Service 2.0,” we explained that the era of Social Media requires more than just traditional marketing, Public Relations, and customer service infrastructure to compete for attention (today and especially in the future). Now it’s about people and engaging stakeholders, customers, and peers on their level; it’s no longer about connecting faceless companies to anonymous audiences. Putting the public back into Public Relations is humanizing the entire process of communications and service—not just keeping customers happy, but also cultivating loyalty and engendering enthusiasts along the way.

The evolving landscape of social tools and technologies is socializing the very infrastructure of business and transforming everyday people into new influencers—including PR people. We’re learning how to adapt to the changes that are forcing the social evolution of the marketing, communications, and service industries that have remained relatively unchanged for more than 100 years. It’s not easy because many companies don’t yet understand the need for change in their service structure. Other, more socially aware businesses are publicly experimenting with new proactive procedures of listening and adapting to engage customers, influencers, and constituents (without documenting a formal return on investment). Many people need to be educated, and you can be a part of it. Change is never easy. It usually requires understanding and time to internalize the change, embrace it, and pursue it. However, we don’t have the luxury of time; the people in Web communities don’t stop sharing information, bloggers don’t stop publishing their opinions, and customers are seeking solutions, insight, and answers right now.


  

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