Pulse of the Profession

Friday Five: The Constantly Evolving World of Social Media

Social media offers brands and corporations a variety of new options for building awareness around their company, promoting cause-related initiatives and providing access to information through real-time discussions. Social media platforms are not only constantly gaining new users; they are also increasing in number, with new platforms for companies to join, learn and manage. It can be challenging for professionals to constantly build foundations to support such growth.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how various social media experts are building new bridges via social networks and how leaders in the digital sphere are leading new advances in the nonprofit world. We also look at the growing importance of transparency in the digital age and the need for social media platforms to remain sustainable in order to continue supporting users in the future.

Twitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling (PRNews)

Hunter Public Relations social and digital media strategist Michael Lamp, American Heart Association social media strategist Krisleigh Hoermann and Hilton Worldwide manager of global corporate communications and social engagement Chris Brooks share how they have leveraged audience trends and new Twitter offerings to share a more personal story about their companies and/or clients and garner more media awareness. Take advantage of more Twitter 2.0 tips and other social engagement ideas executed successfully by these three experts.

Facebook, Twitter, YouTube, And Zynga Could Better The World, But They Have To Collaborate First (Fast Company)

Caused-based organizations certainly have their challenges when it comes to using social media to gain advocates. Nonprofits tend to receive less support compared to for-profit companies in terms of social media campaigns and initiatives that support various cause-marketing opportunities. For this reason, Fast Company hosted a conversation with various leaders in the social sphere to collaborate on how they can all work together to advance causes that will move the world in a positive direction. Get a preview of this meeting of the minds which includes Facebook’s Nick Grudin, LinkedIn’s Meg Garlinghouse, Twitter’s Biz Stone, YouTube’s Hunter Walk and Zynga’s Ken Weber.

How Social Networking Puts Your Business on Steroids (Forbes)

According to a Global Entrepreneurship Monitor report the size of your social network makes a difference when it comes to growing your business. While it’s been said that women tend to be better at collaborating and communicating compared to men, women’s networks are actually smaller. Forbes contributor Geri Stengel finds that while women are dominating social media, it is just as important to build their social networks and social networking skills. Stengel offers four tips on how to build larger and stronger networks by learning more effective ways to engage online.

Social Media Transparency [Infographic] (Social Media Explorer)

In a day and age when changes to social media policy and dynamics challenge the online behavior of brands and corporations, it has become ever so important to tread carefully when communicating openly with audiences. This week, Social Media Explorer brings us an infographic that delves into the hot-button issue of social media transparency. Social media platforms can be tricky when it comes to sharing company information, but these same platforms can also drive organizational transparency which Social Media Explorer contributor Mark Smiciklas explains can help build trust with various stakeholders. Take a look at the Social Media Transparency infographic for some ideas on how to deliver relevant and valuable content to your stakeholders.

Facebook Is Making Us Envious and Frustrated: Report (Ragan’s PR Daily)

Have you ever found yourself becoming irrationally envious as you scroll through Facebook status updates? You are not alone. According to a new study from Germany, about one third of respondents admitted to feeling frustration or envy after going through their friends’ social media updates. This study concludes that Facebook creates a “stressful environment,” which may be an indicator of problems to come for the platform in the future. This is an important point to make in lieu social platforms moving towards IPO status and the investment companies have made in these popular platforms. No business person wants to see their social investment go down the drain as a result of some of the statistics presented in this report.

Nicole Castro is the public relations associate at the Public Relations Society of America.

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