This week, PRWeek hosted the PRWeek Lab, a virtual conference on the topic of social media. Featuring case studies from such companies as Ford, IBM, Kodak, FedEx, and American Airlines, the two-day event attracted hundreds of PR professionals from agencies, corporations, nonprofits, and government. Once again, it showed that although the industry has been discussing social media for years, it is a topic that continues to fascinate PR professionals.
Perhaps this is because despite the seemingly ubiquitous nature of social media in PR, it is an area that still poses a lot of unknowns. Indeed there were a number of questions during the Q&A portions of the sessions that addressed what some might consider the basics: how to start a Twitter feed; what content to post on a Facebook page; how to use social media during a crisis; and, most important, where to find out more information about social media tactics and strategy.
To be sure, social media is a constantly evolving area, so there is always more to learn. One PR executive recently said to me that he doesn't think there is such a thing as a social media “expert” for precisely this reason. Yet there are those who have been able to accomplish great results using social media tools and hold the potential to be a valuable resource for their industry peers.
What is important is that those companies, agencies, and other organizations that are using social media in a creative, thoughtful, and measureable way share their successes. It is through examples such as these that the industry will be able to learn the most.