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Most consumers are willing to tell businesses if they receive poor service, whether it’s by e-mail or social media, despite many not believing that companies take notice of—or care about—the feedback.

While it’s important to not get caught up with each of the shiniest new objects for managing Twitter—of which there are many—PR pros do need to have the right tool for the job, which depends on your social media objectives and resources.

The American Heart Association used Facebook as the crux for its Ideal Health campaign, with daily messaging, live chats and a brand ambassador program to promote the benefits of a heart-healthy lifestyle.

In addition to being masters of words and language, PR pros need to embrace quantitative information to turn data into meaningful information.

While it’s important to not get caught up with each of the shiniest new objects for managing Twitter—of which there are many—PR pros do need to have the right tool for the job, which depends on your social media objectives and resources.

In addition to being masters of words and language, PR pros need to embrace quantitative information to turn data into meaningful information.

Just as the role and definition of a journalist is changing today’s hyper-communication environment, an organization’s internal advocates can and should be groomed to help serve as company storytellers.

Joe Ciarallo, VP of Buddy Media, lays out five of the most important social data points to track to help make the most of your PR efforts on Facebook.

Pitching technical products to the media doesn’t mean just speaking in layman’s terms, it requires packaging information in digestible form for both the reporter and his/her audience.

When senior executive transitions occur, it’s up to the communications team to guide the exit and maintain confidence among executives, employees, shareholders and the media.