Champagne chilled. Confetti cannons loaded.
While the world preps for another year's end, the close of 2010 means more than just another night to avoid Times Square at all cost. It's a time to look back, to reflect, and -- if you work in public relations or marketing -- to consider social media.
And how do you like that? Vocus conducted a survey in which it asked 508 PR pros and marketers what they plan to focus on next year. Social media, measurement, and strategic communications planning top the list, according to the survey.
But that's not all the survey found. Here are four things survey respondents expect in 2011:
1. PR will get harder. Sixty percent of respondents said PR will be more challenging in 2011.
2. Budgets will improve. Forty-two percent said they expect budgets to "increase somewhat" or "increase significantly," a 13 percent bump from last year. Meanwhile, 20 percent said budgets would "decrease somewhat" or "decrease significantly." Last year, 29 percent said budgets would drop.
3. The battle to run social media will heat up. Who's going to run this growing discipline? According to the survey, 23 percent think marketing will take charge with PR lending a hand. Twenty-two percent said PR with several other departments pitching in.
4. Organizations will continue to use social media. Why? Because they think they're doing a great job at it. Sixty-seven percent said they are participating, sharing, and contributing to social conversations.
You can read the full study here (but you have to provide Vocus with a little info first).
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Comments:
#1 - Name anyone in any profession at any time in history that doesn't predict that their profession will get harder in the coming year. Truth is, the level of difficulty will not change.
#2 - Budgets will improve! Great news. Hope they're right and suspect they are.
#3 - The battle to run social media will heat up. Not likely. Social media is quickly becoming the orphan child in many organizations because it's messy and often seems to be more of a hassle than it's worth. PR will get social media by default.
#4 - Organizations will continue to use social media, but they are not good at it. This survey tells me that the respondents are largely charged with social media and think that THEY are doing a good job. Hate to burst their bubble, but the jury is still out on how well companies and organizations are using social media. I'd say individuals have mastered it, but organizations are far behind only because social media still has yet to prove it can bring a real payday to a company. E-commerce, by comparison, was a different story and provides the model for business and even non-profits trying to raise money and make a difference.
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