This is a summary of chapter 13 from the book Putting the Public Back in Public Relations authored by Solis and Breakenridge.
This goes over the basics of Meida Snacking ( a very new concept and term) and Micromedia.
Enjoy.
Micromedia and MediaSnacking: Summary from Putting the Public Back in Public Relations
1. A Summary of Micromedia and Media Snacking .
Resource : Putting the Public Back in Public Relations by Brian Solis and
Deirdre Breakenridge
What is Micromedia?
• It began in 2000 but really started showing up around 2005/2006
• It is any form of concentrated content created using social tools that
broadcast voice, video, images, or text to friends and followers within
dedicated Web and mobile communities
“Micromedia
provides a new
Media Snackers platform for
• Media snackers are content creators or consumers who read small bits of microsized
information, data, or entertainment when, where, and how they want. discussions.”
• Media Fatigue is effecting many participators due to the immense social media (Page 179)
outlets and choices – leading to media snackers.
Micromedia Marketing – quick frequent thoughts and sharing
• People are discovering and sharing information – we must listen, learn and use it to
create relationships between you and your peers/customers
• Although it makes sharing quick and easy the content we share must still
• be relevant and spark response, thought and larger conversations
Life Streams and Brand Aggregation
• Through Lifestreams and Brand Aggregation (brandstreams) many micromedia outlets
can be streamed into one all-encompassing stream.
• This creates ease of use and allows all scattered micromedia to be located in one place
with live updates and interactions.
Micromedia Inspired Macro Influence
• Micromedia allows organizations to monitor brand perceptions in real time
• Utilizing micromedia search tools companies can create a Macro impact though
engaging and shaping conversation
• This kind of conversation/ narrative monitoring is crucial and beneficial in creating
loyal brand ambassadors
“ When enough individual voices pool together, the
whisper becomes a roar—transforming micromedia into
