Now PR & Social Commerce

December 1, 2009

What insights can we possibly draw from with the deluge of communication intelligence available with respect to the use of social media and social commerce?  We are seeing a new stage, yet again, in the evolution of communication, wherein social media is intersecting with the advent of the new social paradigm.  Determining how to aggregate and make the most of the social context from personal profiles, social media sites is worthy of discussion.

I propose to fellow PR professionals and academia that there is a need to fill the gap between our traditional media, journalism and public communication training and practices with an opportunity to strategically plan for the concept of Nowism or NOW PR.  The real key here is the sustainability of the strategic integrated communications across multiple mediums.

But, how will PR professionals strategically move PR forward in this new era of Now Communications?

What is the real value of real-time communications?

If you are still putting out a single print press release in newspapers, doing little to no content updates on your Website, placing a single print advertisement in a local real estate booklet targeting potential home owners or in a poultry magazine for local chicken farmers, then ask yourself if is this still your best most effective strategic communication medium for results?

Recently, Forrester published a report, “The Future of the Social Web” where they sketched a timeline of the development of the Social Web, dividing its evolution into five eras. And, according to that report, the first era of the development of the Social Web started to explode the social relationships among users. 

In the social functionality phase, social relationships resulted in a greater social functionality where several websites started to add social functionalities to help users interact with their peers and to make use of new applications and tools within the context of their own personal social networks.

We are now in the next era/phase, that of Social Colonization, whereby technology platforms like Facebook Connect or Google Friend Connect have standardized social functionalities among websites and a majority of websites now include many social functionalities.   More specifically, in  January 2009, study ranked Facebook as the most used social network by global monthly active users, followed by MySpace (see more on Facebook statistics).

If not right now, then very soon these  globally grouped identities, profiles and networks will allow PR professionals, organizations, agencies, businesses and people  to usher in the next era as a result of the interplay between Social Media, Data Mining and Electronic Commerce.

The challenge will be…is… to figure out how to theoretically adjust to these near real-time communication developments as it pertains to PR and public affairs professionals, social commerce and social technologists.  How will communication planning fit within the changing dynamic of our Social Context at any given minute and right NOW.  

Hence, there is a need for beginning a dialog on the future of strategic communication planning, now. What is the value of communication relative to the time between publication, consumption and influence? Just having a blog, a Facebook account, or Twitter profile does not make a social media strategy.  I see blogs and tweets, but no comments, no real engagement.  And, understanding the value of  continuous content doesn’t stop there. There are two other factors:

  • Relevance to the target audience/consumer
  • Ability to take action/engage (therefore possibly adopting new behaviors)

The Internet provides users the opportunity to merge information as a result of social communications, social networks, financial data, healthcare information, insurance data, usernames and passwords, PINs, accounts, networks, emails and more.  Linear measurement is dead. 

As we look towards the future, the PR profession will undoubtedly change as we have known it and now know it.  Our collective thoughts on where and how to strategically plan for near continuous communications is multi dimensional and will largely depend on how well PR firms/media, MarCom and public affairs professionals will be able to successfully adapt and plan for and apply new information management and communication models which will be derived from near continuous aggregated Data Mining tools as a result of the many Social Networks.

The potential of the Internet, social media and social commerce is the ability to consolidate and manipulate information with new applications of real-time data aggregation with the ability to ultimately take or enact more  immediate action. But, you have to stand above the ground swell and take a look at all the chatter.

The reason being that a person or target audience’s ability to take any action used to take years, months, weeks, then it was moderated with at least a 24 hour lag time…  now there is nearly no lag time.  New communication models will require immediate analysis and immediate communication. The new models of analysis will be a result of some of the following concepts:

Novel aggregate media, social communication, social commerce algorithms
• Mining semi-structured disparate, fragmented communication mediums and data
• Classification and ranking of disparate, fragmented communication mediums and data
• Social clustering and analysis
• Aggregated media clustering and media analysis
• Aggregated SMS text Mining and analysis

• Privacy preserved data modeling
• Statistical methods of social media context
• Aggregated internal, parallel and external distributed data mining
• Interactive online media mining
• Contextual multimedia mining (audio/video)
• Aggregated Website, link mining
• Aggregated Real-time Graphical Mining

PR professionals will be required to formulate how to make use of new information management for advanced strategic communication planning and tactical approaches as a result of the evolving Nowism of communication from social networks and social commerce. Are you ready?

Are you considering tbe Nowism of communications and planning for it? “The boundaries” of what the web is  or has to offer has become much more blurred.  It is very deep. It does go beyond Google’s link popularity ranking.   Is Twitter part of the web or part of something else?   Now the web, in a sense, is just everything, all the time.

In 1998, the NEC laboratory at Princeton published a paper on the size of the internet. Who could get something like that published now? You can’t talk about how big the internet is.  What is the circulation of total readers? Or, AQH? Because what is the metric? Social commerce isn’t like traditional media or “Web 1.0”. You don’t pay for eyeballs, average quarter hour listeners or clicks.

Possible future PR, media and communication applications providing a sort of “Visual Digital Sky” of aggregated communications might include: 

Aggregated Real-time Social Commerce statistics
• Aggregated Social Media Context
• Aggregated Real-time Blog Communication Trends/ Context
• Aggregated Community Trends
• Aggregated User Content Recommenders
• Real-time Communication Trends Discovery
• Real-time Blogs/Social Networks Community Dynamics
• Aggregated Near Real-time User Reviews Ranking on Brands, Products & Services
• Blogs/Social Networks Summations
• Real-time Abuse/Fraud Detection
• Immediate or near real-time User Profile Modelling
• Near Real-time Event Detection & Tracking of Social Media communications (see or & aggregate it)
• As a result, instantaneous Online communications/Advertising/News ( see
• Aggregated Information Retrieval
• Aggregated Sentiment Analysis
• Aggregated Language Processing of Global Communications
• Aggregated Semantic Tagging/Cloud SEO/SEM

  • Aggregated Social Networking Search (see
    • Aggregated social network analysis with near real-time graphical analysis of complex global communications

We are seeing some of the above mentioned already, for example:

1) Consider Omgili. Omgili is the best way to find out what people are saying about anything and everything. Omgili is a way to find “subjective information”. As opposed to traditional search engines, which search for sites and pages, Omgili finds consumer opinions, debates, discussions, personal experiences, answers and solutions. Let’s say you want to see the buzz now about healthcare now. Omgili also allows on to create chatter graphs such as the one I added to my website for demonstration purposes.

2) MicroBlogging Relevance and Influence aggregators like Twitalyzer to evaluate the activity of any Twitter user and report on dozens of useful measures of success in social media, and the top real-time influencers on Twitter.

2) Individual reverse social media tracking such as

3) Reverse Image Mining like TinEye:

4) or allows you see the aggregated live buzz on the street anywhere in the US or World and all twitter accounts from in a zoomed in locality

Audiences demographics, social context for a social commerce is near real time.

Are you prepared for Now PR?

If you would like strategic advisement or help please contact me via email at

  1. January 5, 2010 at 5:03 am

    Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now keep it up!

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