This document summarizes Martin Waxman's presentation at the PRSA Western District Conference on April 19, 2013. The presentation focused on trends in social media and how public relations professionals need to adapt. Some of the key trends discussed include the impact of semantic search on serendipity, a growing generation gap in social media use, the increasing mobility and connectivity of audiences, and the need for PR to take a leadership role in digital-first communications. The presentation highlighted three ways for PR to adapt: through strategy, training, and content development.

1. Social
Media
Barometer
PRSA
Western
District
Conference
Mar$n
Waxman
April
19,
2013
© 2013 Martin Waxman. All rights Reserved.
@martinwaxman #PRSAWDC

2. Good
to
meet
you
IRL
tinwaxman
@mar
@martinwaxman #PRSAWDC

3. Search
me…
@martinwaxman #PRSAWDC

4. Search
me…
@martinwaxman #PRSAWDC

5. Search
me…
Ontogeny recapitulates phylogeny
Is
seman$c
search
the
end
of
serendipity?
@martinwaxman #PRSAWDC

6. The
new
genera$on
gap
@martinwaxman #PRSAWDC

7. I’d
like
that
to
go
Mobility
means
never
having
to
say
you
can’t
reach
me
@martinwaxman #PRSAWDC

8. The
face
of
new
media
We
do
the
programming
but
we
don’t
get
paid
@martinwaxman #PRSAWDC

9. Digital
first
Beyond
publicity…
Time
for
PR
to
lead
@martinwaxman #PRSAWDC

10. …puPng
things
in
focus
@martinwaxman #PRSAWDC

11. How we get there
1. Strategy
2. Training
3. Content
@martinwaxman #PRSAWDC

12. Barometer
1. Search me – semantic search…is it the end of
serendipity?
2. Generation gap – 35 is the new dividing line
3. I’d like that to go– mobility means our online
connections are always with us
4. Face of new media – we’re the programmers
yet we don’t get paid
5. Digital first communications – media’s
adapting. PR can no longer sit idly by…
@martinwaxman #PRSAWDC

13. @martinwaxman #PRSAWDC

14. Contact: Martin Waxman
martinwaxman@gmail.com
Blog: myPALETTE
Twitter: @martinwaxman
Inside PR
@martinwaxman #PRSAWDC