And, according to Sir Martin Sorrell, head of advertising group WPP, they already do.
“… the reasoning behind it is to do with social networking and the web… Social networking is really recommendation between people about the things that they are interested in and they like… this has stimulated people’s attention in terms of the importance of PR.”
Put bluntly, social media isn’t just an adjunct of PR: it is PR, or will be before long. (For an illuminating and amusing look to the future of digital media, check out Seamus McCauley’s post from 2020…)
If, in turn, buzz can be converted into revenue, then a fleet-footed agency will be able to capitalise on a chart that looks like this:
(key: facebook, myspace, bebo)