Paul Rand and Giovanni Rodriguez have written a manifesto of sorts, interviewing some members of fairly large PR firms and internal corporate PR folks about their use of social media. It makes for interesting reading. Called “Relating to the Public: The Evolving Role of PR in the Age of Social Media,” it contains such nuggets as the following suggestion from journalist Brian Oberkirch, author of the Slidell Hurricane Damage blog, about when to use blogs, podcasts, and social networking sites:
1. Social media is about connection, not content.
2. Social media is about them, not you.
3. Social media may be cheaper initially, but it takes far more homework.
4. Get small fast. (Niche is nice. Think smaller feature sets, more targeted audiences, less chatter from you,
and so on).