Appendix B. It’s Alive!

As discussed throughout this book, Social Media is a dynamic, organic force that transforms over time. New channels and communities are constantly introduced. The popularity of each network waxes and wanes, with some channels ceasing to exist altogether. Influence within and among channels also changes over time. The savvy PR pro monitors and participates in a variety of Social Media outlets, and thus stays “in tune” with those changes and adapts listening, observation, and conversation strategies accordingly.

Chapter 19, “PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations,” mentioned the Conversation Prism, a social mapping tool developed by Brian (along with Jesse Thomas of JESS3). You can ...

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