Taking a Skeptical Approach to Social Media

In developing communication plans today, one specific question commonly arises: What emphasis should be given to social versus traditional media? The reality is that it is a matter of perspective, and that perspective seems to be skewed heavily now toward using social media as if it’s the only media. It seems that every conference and seminar only covers one topic, or some variation thereof: How to use social media, why it’s important, how it will change the world, etc. etc. It seems to be the only subject that public relations professionals can talk about or want to talk about.

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