Birnbach Communications' Top Predictions for 2011, Part II

Here's Part II of our predictions:

• The rules for social media will continue to evolve – rapidly.

  This is a no-brainer, but important for companies that have not yet fully engaged with social media yet. Why? Because the rapid change presents an opportunity to jump in, and catch up quickly; after all, many companies are still taking social media baby steps.

  While some still wonder if social media is the equivalent to CB radios in the 1970s, as a concept, social media will survive – and not just because people like playing Farmville and Mafia Wars on Facebook. That said, some of the platforms will rise and fall in favor. (We're talking about you, MySpace.) That's why companies need to pay attention to the changes so they are not caught off guard.

• · Companies will be judged not just on the quality of their social media engagement, but on their frequency. Just as people assume a company has gone out of business or is in a downward spiral if it hasn't issued a release or otherwise updated its website in a matter of months, the same need for frequency holds true in social media. In 2011, people will now assume your organization has gone out of business or that you have left your job if you haven't posted or updated your blog or status in a month. To keep brands and images relevant, social media content needs to be a consistent drumbeat, rather than an occasional dribble of information.

• · The press release will not die in 2011. Like Mark Twain, who commented on premature announcements of his passing, the reports of the death of the press release are greatly exaggerated. News embargoes may be dead but press releases are still relevant. Press releases are certainly not the only way to get out news, but they can still be effective in 2011 and provide value, if only by enabling organizations to post fresh evidence of corporate activity and providing search engine optimization (SEO) opportunities.

Let us know if you agree or disagree. Check here for Part I, And check back tomorrow for additional predictions.