As Social Media Evolves, Facebook May Hold the Most Promise for the Future

Hardly a day goes by without one of the major social networks rolling out a new program, altering an algorithm or adding another search tool. Last week, for example, Facebook introduced Graph Search, a new feature designed to help users search for information that has been shared with them. Facebook, which now claims more than one billion active users, continues to periodically launch new applications in its efforts to generate revenue. Yet however things shake out in the next few years for the social networking giant, Facebook may hold the most promise for PR execs who want to position their brands for the future. “I like to say Facebook is the storytelling trifecta,” says Wendi Leggitt, director of DKC Connect, a division of PR agency DKC.

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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.

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