In today’s world, a company cannot maintain complete control over its brand no matter how hard it tries or how much money it spends. Brands are being discussed, debated and mutated all across the Internet. And, while companies can’t control their brands, there is still a lot that can be done to influence the discussion.
You cannot know enough about social media by reading about it to provide adequate counsel to a client — it is something you really have to experience. If you are looking to hire an agency to help you with your social media strategy, you owe it to yourself to do a little digging.
At the end of the day, the only way to truly understand a social media site is to become an ACTIVE member of the community rather than just a tourist or guest.
When I interview a candidate for an entry level position, I always ask them to define PR. This question never fails to illicit an interesting response. A number of candidates – including some with college degrees in public relations – have been completely unable to provide a coherent answer.
