How to Socialize a Brand as Media Platforms Converge

When social media hit communications’ main stage, executives everywhere took note. Whether or not they participated actively or adopted it willingly, its emergence demanded their attention, which caused some communicators to put traditional media relations on the back burner while they began experiencing digital platforms wholeheartedly. Now, though, the question is not how to engage and build relationships online, but how to determine the best mix of traditional and social media in outreach efforts. After all, the majority of business leaders would finally agree that digital communications channels aren’t going anywhere, and neither are traditional ones. Thus, a truly integrated approach is necessary for success.

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