Harvard Business Review Guides Ultimate Boxed Set (16 Books)

Build Relationships Through Social Media

Social media channels give your audience a lot of control over your PR. People can broadcast bits of your content to their followers—quoting you, synthesizing your ideas, adding their own comments. Even if you have only 30 people in front of you when you speak, hundreds more—perhaps thousands, if your audience is highly networked—might catch a glimpse of what you’re saying and what others think of it.

When the comments are positive, your ideas gain traction. At one event, a group of new attendees came to my talk about 15 minutes after I started. I found out afterward that an audience member had tweeted about my session, so some of his followers came to check it out.

But sometimes the comments aren’t positive. ...