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All too frequently, organizations are jumping into social media marketing before they are crystal clear about their core target audience or their brand—or about the emotional connection they want to make.

Google leads Fortune’s Best Places to Work list in number of Twitter followers.

PR News quizzes three agency leaders about the economy’s effect on their business, and finds that clients are looking closely at social media—and at costs.

Empowerment, responsibility and protection are key hallmarks of strong social media guidelines, say the experts. But there’s a fine line between setting hard policies and applying looser guidelines.

A comprehensive measurement plan should consist of three parts—gauging the audience’s reactions to a brand before, during and after a campaign.

Having a negative attitude toward the media is a self-fulfilling prophesy, and requires serious reeducation and training.

The Coast Guard’s Ryan White gives PR News an inside look into the digital public affairs effort behind the oil spill crisis.

Entertainment value doesn’t equal PR value in reality shows about public relations agencies, and misleading impressions are bound to result from E!’s new show The Spin Crowd.

An exclusive PR News chart shows that the tone of media coverage of corporate attributes has been more positive of late, with the exception of CSR.

Geo-location social platform Foursquare may not be for every organization, but these tips on leveraging it may help you decide if you’re ready to jump in the game.