Social media to become main PR tool within two years

NEW YORK: Social media will replace traditional media as the main PR and public affairs tool within two years, according to a new survey.

NEW YORK: Social media will replace traditional media as the main PR and public affairs tool within two years, according to a new survey.

Use of social media for PR and public affairs purposes has jumped by up to 15% in the past year, according to the survey, which was carried out by M&A and management consultant StevensGouldPincus. Communications and consulting firms devote 30% of their work to social media, with Facebook the site firms devote most time to each month, followed by Twitter, LinkedIn, MySpace, and YouTube, respectively.

When asked about expectations for next year, respondents to the survey showed firms will increase time spent on social media to 42%. Firms with over $3 million in revenue reported an increase to 46%.

Don Bates, StevensGouldPincus senior adviser, said that while the results indicate social media will replace traditional media as the dominant tool, it will not completely replace it.

“What's taking place with companies like Blockbuster shows that this is a new electronic environment that has become the pool we all have to swim in,” Bates added.

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