“For companies to get the most out of social media they should consider employing a specialist as part of their PR team or if using a PR agency they should ensure at least one suitably qualified person is working on their account. Although championing a business’ social networking channels, and perhaps also writing content, is the responsibility of many in the organisation it is important that an individual or central team takes control of the wider issues, fully coordinates campaigns and is responsible for learning from best practice studies as well as putting the knowledge into use.”
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