PR professionals must become more strategic in how they think about social media.
Technology is advancing at an overwhelming rate. There is always an exciting new application, tool or platform that we rush to include in our social media tactics.
Of course, six months later, we may regret wasting resources and time on an ultimately unsuccessful idea.
We have to focus on who we are trying to reach and why, using the answers to those questions to guide us through the ever-growing number of tools and platforms at our disposal.