PR professionals must become more strategic in how they think about social media.
Technology is advancing at an overwhelming rate. There is always an exciting new application, tool or platform that we rush to include in our social media tactics.
Of course, six months later, we may regret wasting resources and time on an ultimately unsuccessful idea.
We have to focus on who we are trying to reach and why, using the answers to those questions to guide us through the ever-growing number of tools and platforms at our disposal.
Each year, PR and communications pros come together at the PRSA Digital Impact conference to connect with each other and to learn from social media leaders. This year’s Digital Impact conference is May 5-6 in New York City. Experts will discuss topics such as mobile engagement for PR pros, how to handle brand hijacking, personal branding and the latest information on social media measurement.
In addition, we added research-driven content through our partnership with the Society for New Communications Research. Attendees will be able to choose from topics such as social media adoption trends among the Fortune 500, the state of online video and the latest on external communities. Please visit PRSA’s website to see the entire schedule.
The growth of social media has created enormous new opportunities as well as a dire need for education.
By learning from others’ experiences and developing a strategic perspective, you will be able to return to the social Web confidently and bring value to your organization.
Elizabeth Albrycht is a founding fellow of the Society for New Communications Research (SNCR). Connect with Albrycht on Twitter at @ealbrycht. She is co-chair of this year’s Digital Impact Conference.