http://gregverdino.typepad.com/greg_verdinos_blog/

Forresters uses the term social computing when they mean social media!
Yikes.

I also think it will be a blend of disciplines. I work in the interactive department of a full service agency and in our attempts to promote social media concepts to clients you have the Interactive, PR and Marketing guys making the pitch. Each brings key components to the table for a successful social media campaign.

Another interesting point you made was that you feel the medium may not be for selling. For social media to really change the fundamentals of marketing, and for companies to get on board, there has to be some component that creates action; action that can be tracked or reviewed in some sense.

Thanks again for the conversation. You’ve really hit some strong points for me of late and have lit a fire that is pushing me to champion social media within my organization. My minds racing!!

I think there is more room for discussion on this topic of leadership in social media. Perhaps Dave said it best in waiting to see what happens. I think we all have to drop some prejudice of each others disciplines and embrace this change. We know that advertising is a bulky expensive way to build a brand and/or delver a message. We also know that PR alone cannot sustain a brand. Social Media may be the holy grail we have all been seeking, and I look forward to see where it takes us.

One thing is for certain, at least in Toronto… PR is way more ahead of the social media curve than the ad folks are, however the ad folks see a broader potential in the tools than currently discussed in most PR social outlets.

What a great discussion.
cheers
collin douma