PR 2.0: New Media, New Tools, New Audiences

Chapter 11. Social Media: Immerse Yourself and Your Brand

Web 2.0 and social media (such as message boards, forums, podcasts, bookmarks, communities, wikis, and Weblogs) are not just heating up for consumers—they’re hot! Remember that you’re a consumer too, and you can’t truly understand what audiences want and why they demand social media unless you’re heavily engaged in it yourself. Unfortunately, time is limited, and the demands of your day pull you in many directions. What happens? Consumer audiences can become much more skilled in social media than the communication professionals who deliver their brand messages. Don’t let your audience outpace your brand. If you feel you and your brand fall into this category, I recommend you quickly step ...