The document discusses the rise of social media and how it is creating a new paradigm for online communication and engagement between businesses and customers. It notes that while traditional PR methods have been successful, social media is an emerging trend that companies can no longer ignore. It proposes that businesses should recognize customers online, engage with them through multiple touchpoints, anticipate their needs, and make interactions feel personal in order to provide a positive customer experience across both online and offline channels.

1. “ Social Media & the New Generation Web”

3. A comprehensive set of practices and technologies to allow people to utilize and share information, ideas, opinions and experiences one another. Source: wikipedia Social Media

6. Social Media paradigm It´s 100% online

9. Connecting customers to our business 2. They need our engagement 3. Interaction across many touch points Online Comm must offer them customer experience!!! 4. We have to anticipate their needs 1. Customers want to be recognized

11. Online Communication A wide definition

12. Integrated Social & Traditional Media Our Customer RMA (Comm. Plan) Themes Database Busplan (Posic.) Offline Online Social Media Newsroom Blogs Wikis Podcasts Videocasts Newswires (*) Social News (**) Blogsphere (***) Internal World External World SEO Traditional PR Social Media Framework M A R K E T Bookmarking Visibility/Sales Information/Brand Equity (*) Reuters, Bloomberg, AP (**) Digg (***) Technorati PUSH PULL