As if they anticipated my earlier post on the Pew Project report and its implications for PR and marketing, SmartBlog on Social Media (which is written by our partner SmartBrief), talks about a panel at last week’s SXSWi, in which three Fortune 500 brands discussed their own engagement with social media. Three companies in three very different business segments have shown major success by leveraging Twitter, Facebook, YouTube and other tools.
These companies — H&R Block, Carnival Cruise Lines and JC Penney — have always been major spenders in television and print advertising. Now they’re finding new ways to succeed by going straight to consumers. And as TV and newspaper numbers shrink, and corresponding ad dollars get redirected, that’s what a lot of other companies are going to find themselves doing, too.
(JC Penney’s campaign, I should note, included a traditional press release and a social-media-friendly followup release which resulted in nearly 400 click-throughs to their microsite just from the BusinessWire.com page alone.)