Brian Solis has a great post today, “The Future of Communications – A Manifesto for Integrating Social Media into Marketing.” It’s an in-depth piece on how, when, where and why to introduce social media to the PR, communications and marketing mix. It goes beyond convincing readers that social media is important and provides some very easy-to-digest suggestions and points to consider. I’ve already read it twice today, and there’s still a ton of information I haven’t quite absorbed.

Key points that resonated with me:

    “Realize that messages are not conversations. This is where most companies fall down in traditional marketing. People just don’t speak or hear things that way.”
    “The future of marketing integrates traditional and social media elements. The new mix will include what you know along with the tools to succeed in social media and customer relations … Remember, the future of communications introduces sociology into the marketing strategy. The technology is just that, technology. The tools will change. The networks will evolve. Mediums for distributing content will grow.”
    “What does the future of integrated marketing and communications look like? It’s a mashup of new media and traditional media – all with the common goal of engaging people and influencers on their terms.”

Any my favorite:

    “The best communications programs will reach out to traditional media, a-list bloggers, people, and communities equally. But it requires a new mindset.” Although, I don’t think we need to limit it to simply a-listers.

It’s really a great piece. Take some time to read it (print it and take it on your next plane ride if that’s not too Web 1.0).