FutureWorks principal and PR 2.0 blogger Brian Solis delivered the keynote address at the Social Media for Communicators conference in Atlanta, hosted by Ragan Communications, where he shared the surprising theory that marketers would spend more time on Facebook than on Twitter in 2010.
Solis said Facebook has twice as many registered users as Twitter, and marketers should start planning their Facebook mobile strategies.
He also discussed the pros and cons of the predictive Web, saying it is “a phase in which the Internet already ‘knows’ what you want before you know you want it. In the future, the Web will figure out the content you are interested in seeing, but that’s going to make it harder for you to reach the people you want.”
As for whether social media will kill the public-relations industry, he said, “I don’t know, but it spells the death of PR as it exists today. Now it’s time for a renaissance. We’re all here to make PR matter again.”
On convincing company leadership to embrace social media, he added, “This is our moment. You can’t tweet about going to the gym and eating bagels. You have a bigger message to give. You have this opportunity. It’s a privilege to have this audience.”
Solis stressed that speaking like a marketer doesn’t work on social-media platforms, saying, “We’re all consumers. We lose that perspective when we approach new media. We start talking like a marketer. It’s not natural. You have to learn how to speak to people the way they want to be spoken to. People don’t communicate the way they used to.”
On the subject of Twitter, Solis added that the average lifespan of a popular retweet is about one hour, saying, “Twitter has no memory. It’s always moving on to the next thing.”