I asked 10 distinguished PR and social media pros to share their views on how it can be done.
Here are their responses:
Margo Mateas, founder, The PR Trainer:
“PR pros need to remember to take time to become part of the communities they want to reach, and not just engage in ‘drive by’ social media. It only takes a second to ‘like’ someone else’s post or to leave a supportive comment. This strengthens trust and makes it more likely for them reciprocate the next time you’re promoting something.”
Deirdre Breakenridge, CEO, Pure Performance Communications:
“Take the best of your communications past into 2013: your ethics, accountability, critical thinking and great communications skills. At the same time, be open to different types of engagement through social media, by experimenting and embracing new technology to build stronger relationships with stakeholders.
“You need to be 10 steps ahead to counsel senior executives about the changing media landscape, and on the same page with savvy, wired consumers to understand their preferences and to better serve their needs.”