They Say Life Begins at 40

Last week marked the 40^th birthday of the internet - at 10.30pm on 29 October 1969, the first ever telephone line message was sent from a computer at UCLA in Los Angeles to SRI in San Francisco. Although meant to feature the word ‘LOGIN’, only ‘LO’ made it to the other end before the system crashed (an early version of the now almost universal, slightly irritating, LOL perhaps?).

Still, it was an impressive and fundamental breakthrough which paved the way for our now passionate love affair with the internet. A small click for some very clever scientists, a giant plug-in for mankind.

In a relatively short space of time, this beloved piece of technology has wildly altered the way in which we live our lives. Could anyone now cope without it? Go back to relying entirely on posted correspondence, doing research in libraries, ditching our ipods for Discmans and buying our CDs from the spotty teenager at Our Price record store? How did we communicate, nurture friendships, sell, buy, do business? Can anyone actually remember?

I recently found myself living without internet access for a few weeks and had to navigate through what can only be described as a grieving process. Like a break-up. It surprised me just how often I would sit up to go and switch on my computer, hoping to find the answer to a question I’d dreamt up, plan trips I needed to make or search for those shoes I couldn’t find on the high street, before realising that that resource was not available to me.

I felt anxious that I couldn’t get to the hallowed shores of Facebook or the comfort of Hotmail, and frustrated when I needed a phone number right that minute for that restaurant I couldn’t remember the name of. It was like leaving the house without my wallet or mobile phone.

Had I really become so pathetically dependent on it? Or did I just have to accept that I, along with our society, am now simply unable to function as efficiently without it?

I’m glad to report that we’re now back together and very happy we are too. Once again I really do have the world at my fingertips and I can’t imagine it any other way. My social life is enhanced by it. My work depends on it. I can research everything I need to know (almost!) in a few hours, catch up with business news and journalists in an instant and promote my clients to audiences it may otherwise miss.

Indeed, social media mechanisms like Facebook, LinkedIn and Twitter have evolved beyond the realm of personal networking to become a fundamental part of our PR campaigns. Communicating through these channels allows businesses to reach out to previously untapped audiences, building profiles and sharing information, whilst keeping track of what others are doing and what tricks they’re missing.

The momentum they have gained is incredible and they are now justifiably seen as key business tools – social media really is the future and has a legitimate place in all communications campaigns in one way or another. It seems like everyone is exploiting it and it’s therefore important for businesses to recognise the opportunities it brings and incorporate social media into marketing strategy.

PR results can be hugely enhanced through digital media, allowing for effective corporate positioning, endorsement and news profiling, reinforcing a brand and building a personality behind it. It’s something that Appeal is taking seriously and we’re committed to meeting this revolution head-on to offer best value for clients. Embrace it and reap the benefits. We can help show you how.

So, the last 40 years has seen the internet evolve into a vast universe of knowledge and opportunity. It has changed the way we work forever, bringing us closer to our customers, helping us to operate and sell harder, faster, better. And this is only the beginning. If life begins at 40 then I, for one, am looking forward to what lies ahead.

Interested? Here are a few Appeal hints, tips and opinions to help you get into the swing of social marketing.

The benefits of Twitter

Making the most of LinkedIn

Facebook – Employers’ friend or foe?