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The topic has come up a few times over the last several weeks. Is “social media” the right way to explain all this online stuff that we’re all doing? Deirdre Breakenridge had a post about it on her blog a few weeks ago. I’ve been having the conversation with some friends and colleagues about it.

I’ve been asked to write curriculum and teach a course on it for the Non-Profit Management Institute at ASU’s Lodestar Center. And I’ve come to the conclusion that no, social media isn’t quite right any more.

It is so much more than that. My friend Jay Baer reminds us that social media are just tools and that the tools are evolving.

To be successful using these tools you need to have a strategy and good content. Not unlike any other communications program that you are embarking on. You need to talk about why you want to do something and what the intended objectives need to be. Then you can focus on the tools and tactics that you’ll use to get there.

So for now, HMA Public Relations is referring to this service offering as Digital Communications – giving us the ability to create a strategy and content and the flexibility to determine what digital (website, blog, Facebook, Twitter, who knows what’s next!) tools we should use.

So what do you think, is the name all that important? How are you referring to it in your business today?

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio


  1. Jay Baer says:

    Thanks for the link Abbie. Good stuff here. You’re right, “social media” is a terrible name. Inherently, media isn’t social. But yet, as an old search marketer, I struggle with taking a stand for a better name (like digital communication), and recognizing that a lot more people are calling it social media, rightly or wrongly.

  2. Jo Pullen says:

    Nice post! The NestAZ team calls it “digital content” for the same reasons.

  3. […] then it hit me – will digital communications and its ability to connect us all together each night in front of our televisions to watch […]

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