[Disclosure: I received a printed copy of the eBook for review purposes.]
Solis, a principal analyst at the Altimeter Group, directly attacks our societal over-reliance on technology without a human element in PR.
“We use social networks, apps, devices, to stay connected to one another…[But] Relationships are powered by people…not technology.” – Solis
Another interesting theme introduced here is one of the EGOsystem. Basically, we are all the center of our own universe, traditionally and digitally. We experience the world through our own lens…and also through the friends, fans, followers, pinners, etc., that we surround ourselves with.
Adding to the copy are smart, and often witty, illustrations from Hugh McLeod.
I absolutely love the overall sentiment of the book…and it is timed perfectly as we are in a crossroads in our industry. The vast majority of digital communicators, to date, started in traditional PR – human-to-human engagement. As the scale tips to more and more pros with only digital experience, they have to understand that pixels are not greater than people.
At the core of everything we do digitally in PR, we have to think about how it will make another human being feel. Because there is a person writing that Tweet or status. The more we homogenize the expected impact, the more we lose touch with it.
This is a must-read.
Post Script: The eBook gets bonus points for seamlessly weaving in references to “Yoshimi Battles the Pink Robots Part 1,” a trippy song from The Flaming Lips: