Conversation Agent - Valeria Maltoni - PR's Use of Digital Media

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Certainly an interesting report. I found one particular section especially relevant for big companies.

We've got the centralized strategy team setting the rules - and in this group - they get what needs to be done. Then you've got the business unit managers who're deciding how to spend their limited budgets - tending to be >40, and not digitally savvy. At the bottom, you've got the digital natives <30 who're keen to put the company strategy into perspective - but their management don't see social media as something they should be spending extra budget on.

So whilst a big company may have an excellent strategy, and a few highlights where some groups are executing well; many are not doing so well.

This is really good post Valeria. Echoing what others commentators have said, business intelligence around digital/social media is still very immature for most big corps.

In some instances, I have heard first hand of large corps actively dissuading public blogs in favour of closed intranet blogs for fear of bad PR.

As always, its the smaller pioneers who have the agility to grasp the key stages you've outlined in your post and effectively implement them.

Really interesting post, Valeria, and thanks for sharing the report.

There is (somewhat surprisingly, for me, but let me know) much education left to do. Statistics about the number of users online usually only use US information, but the Global Web Index ( shows us how much learning there is globally to be done. Personally I think it infers how much we can expect them to change, as well.

It seems as though some companies would fall in a couple of the different categories rather than just one, to me.. For example, I could see a company "engaging in a significant way in online dialogue" (running) while not yet having introduced an internal company blog (toddling). What do you think?


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