Chew on these stats for a minute – the Pew Internet and American Life Project reports:
- In solving common problems, more people (58 percent) turn to the internet (at home, work, libraries or other places) than any other source of information, including experts and family members (Dec. 2007).
- 62 percent of employed adults in the U.S. are “networked workers” who use the internet or email at their workplace (Sep. 2008).
- Nearly 50 percent of internet users use search engines on a typical day (Aug 2008).
- 85 percent of teens engage at least occasionally in some form of electronic personal communication, which includes text messaging, sending email or instant messages, or posting comments on social networking sites (Apr 2008).
- 97 percent of teens play computer, web, portable, or console games (Sep 2008).
- 87 percent of parents who have a teen child use the internet (Oct 2007)
- Daily traffic to video-sharing site YouTube nearly doubled from 2006 to 2007.
Blogs. Online conversations. Video sharing. Mobile communications. Search engine results. What’s your strategy?
Are you monitoring what people are saying about your company and your competitors online? Are you engaging your audiences in dialogue online? Have you taken advantage of new technologies to build deeper relationships with your most important audiences?
Marketing and public relations programs that fail to adapt to this shifting environment and incorporate new approaches are bound to miss opportunities, lack impact or even backfire.