Chapter 11. Technology Does Not Override the Social Sciences

As you delve into socialized PR, one of the most immediate realizations you’ll experience is that the social tools used and discussed within relevant communities will quickly and consistently overwhelm you. There’s always a shiny new object. There’s always migration from network to network. Remember that these are merely tools to communicate with others; they’re not representative of the strategies and methodologies for observing and communicating with people. These are merely the tools communities use to share, discover, and discuss what’s important to them. The tools will change, but people and their behavior remain constant.

Social Media is changing the PR outreach ...

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