With over 3.4 billion people active users around the world, almost half of the global population is using social media.
Social media has impacted nearly every industry, but has had a profound influence on the media and public relations professions. In a ING study on the criticality of social media, 81% of PR professionals and 78% of journalists indicated they can no longer do their job without using social networks.
On average, consumers spend nearly 2.5 hours on social sites every day. With such a focus on this technology, it’s no surprise that 60% of brands expect social budgets to continue to increase year-over-year.
These statistics alone show how much of an impact social media has had on the PR industry, but what about the day-to-day changes that this technology has made for practitioners?