Brian Solis's entire point in writing Enough Already: Getting the Social Media Release All Wrong is to dicuss social marketing. As best as I can follow the concept, this is where companies have "conversations" with we in the media.
You know, the principal of FutureWorks PR is trying to get a conversation going.
Social press releases try to have the vendor engage me in conversation. Wait a minute! Who said you could be my friend? Conversation tends to be inefficient. Give me hard data now. We can have a conversation when you slot me 30 minutes at the next trade show.
This is from an email that was a recent attempt by a company ceo to socialize pr-wise with me. (I've edited out identifiable names):
... We’ve chosen to adopt an open source business model similar to Company X; software is free and customers pay only for services & support. The software is available at http://www.companyt -- Check it out, would like to know what you think.
I fell for the friendly approach, but the email gave me little information. Going to the Web site, I was overwhelmed by the clutter on the home page. As well as the clutter on any other page I link to. I'm soured, because I can't really figure out what's going on. Too little information, followed by too much information.
Social press releases is a transient trend whose end I await with impatience.