Michael Brito who is now a VP at Edelman Digital caught up with Adweek’s social media analyst/write Brian Morrissey who is covering social media ad models like a blanket – he’s the digital editor of Adweek. Michael Brito grabbed his video camera and filmed the content below.

I’ve been following Brian for long time now and hes right on the money on all those points. Great interview Michael.

My Angle On Social Media
Social Media is more of an branding opportunity than a classic PR opportunity. However, PR must be involved. Effective social media is a mashup of both PR and Brand Advertising. To me this is so logical.

In my research and work with top companies over the past couple of years I’ve found that the innovative “younger” CMOs get this trend and are mashing up PR and Brand Advertising within their organizations.

In this new network PR becomes so much more elevated in the overall marketing mix. A much needed change from the blocking and tackling days of writing press releases. PR is a strategic function in social media and has to be integral in the overall social media execution. I have many examples and if anyone is interested in this topic just DM me. I’d be happy to explain further.

In the meantime enjoy Brian’s angle – he’s nailed it. Follow Brian on Twitter @Bmorrissey http://twitter.com/Bmorrissey