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Myth of "free" social media

What it really costs to do biz free...

8:28 am on Jun 15, 2009 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member tangor is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Nov 29, 2005
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Marketers and PR people are all over Twitter, FaceBook, etc. They love “social media” because they can get past the “gate keepers” in traditional media.

And there have been several instances where they’ve managed to promote their clients at seemingly little or no cost.

But they haven’t asked how this affects their business model?

For a long time I’ve been saying that the same media technologies transforming the business model for media are transforming the business model for PR. Yet this relationship wasn’t as evident in PR for several years because the old business model was still working. The difference between the two industries has been in the timing of the disruptive trends affecting them.

But as the economy cuts budgets and clients look toward social media to get their messages out, will they continue to pay for PR at traditional levels? They won’t because they see social media as being close to free.

However, social media is not free. Here are some more thoughts on this topic...