5 Using Social Media to Reach the Right People

Advertising is as old as free enterprise itself. Public relations was invented by Edward Bernays and/or Ivy Lee in the early 20th century, and formal use of the concept of marketing came along in the 1960s. All of these forms of specialized communications came out of the recognition by businesses and politicians that success was dependent on communicating with certain groups of people.

Dozens of specialized communications functions exist within any large company, whether within corporate communications, marketing, or some other organization, and nearly every one of these functions is adopting social media.

The degree to which each communications function within a company embraces social media ...

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