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In the grand scheme of things, youre right. I like “Social Media Release”, its a good evolutionary step - but the cost-benefit wont be worth it for some.

For me, I think that if you get buy in from the management, a SMR is a very easy thing to do. SHIFT Communication and Edelman have created easy content-management system templates to churn out SMRs. The technology behind that is very easily duplicated. In fact, I’m surprised there’s not WordPress blog plug-in for that yet. Maybe there is.

But back to your point, I do not believe that SMR will be a high-priority switch for PR Agencies.

On the other hand, I do not believe its a resource intensive to make the switch and in the long term, that minor upfront cost to become SMR may pay off. If an agency has the resources, I think they should definitely make the switch soon, rather than later. At least the agency will have that much more experienced and familiar with the social media realm.

I hope that answers your question.

If anything, this conversation demonstrates why the blogosphere (and most importantly, people) will chew-up and spit-out traditional PR and corporate marketing types – without thinking twice. But that’s the beauty of this. It forces evolution and imp…

You have a point it maybe early, but I’m curious about how much use will those Digg, Del.icio.us etc links will be used.

But as Brian has been pointing out that SMRs has been about “strip out all of the bullshit”, maybe we’re looking at the wrong metrics?

As for Blogs v. SMRs, I think there is a space for both. Jeremy Toeman at LiveDigitally has taken that position and I agree with him:
http://www.livedigitally.com/2007/01/20/time-to-kill-the-press-release/

Brian,

On “We don’t have real metrics for traditional releases”

DR: True, we have limited data on traditional releases, but with all the attention (right or wrong) on the use of “Add to Del.cio.us”, Trackbacks, and Media (Pictures etc) on SMRs, I think there needs to be metrics on that.

DR: Although as Todd said, we might be a little early for that and maybe that’s the wrong metrics to look at if SMRs is about “stripping out the bullshit” rather than just “SMOing” a press release.

On “Yet, they’re selfishly assuming that they are the epicenter of social media”

DR: Yeah, I hope they’re not - that would be put all the non-bloggers out in the cold. Some bloggers are definitely part of what I called the “OMG WTF Crowd” and some gradients lower than that.

On “they’re still getting spammed with crappy releases today from PR people who don’t get it anyway. So, any opportunity to make things better should be welcome with open arms.”

DR: Agreed, that’s why I dont really understand the negativeness of some folks at SMR. SMR wont hurt traditional press releases, it will help it move to the next step.

We don’t have real metrics for traditional releases, other than the fact, that as bay as they are, 51% of IT pros are making decisions based off of the releases they read in Yahoo News. Southwest solid a $1,000,000 in efares from a click in one press release.

The bigger discussion is that bloggers aren’t the only target of the hrelease (NMR, SMR, etc.) Yet, they’re selfishly assuming that they are the epicenter of social media, which is as ridiculous as PR expecting to pump SMRs at people and hope for success.

Their opinion counts, but it isn’t the only driving factor.

Hell, they’re still getting spammed with crappy releases today from PR people who don’t get it anyway. So, any opportunity to make things better should be welcome with open arms.

And the truth is, that those of us who get it, will reach people directly in transparent and genuine discussions.

For now, here’s something to ponder re: measurement. It’s EARLY in the game. Last I heard, only about 25% of American Internet users even look at blogs (much less use social media tools like T’rati, et al.). Thus it’s too early to make any assumptions about metrics based on Diggs (etc.), don’t you think?

That doesn’t mean it’s too early to start thinking about metrics, only that it’s too early to draw any substantive conclusions.