Graham McMillan warns corporate comms and public affairs practitioners to be extremely careful when engaging with social media.
In this week's ViewPoint video-clip McMillan argues that Web 2.0 offers exciting opportunities, but, while there have been plenty of examples of corporations getting involved and reaping the rewards, not everyone gets it right.
Politicians and corporations must be very careful and ensure that they ‘don't just rush in because it is new, fashionable and important,' he says. ‘Watch, wait and, when you do engage, make sure you've got your message right and you're using the medium in the right way.'
Crucially, he says, PA and corporate comms staff must be careful to ensure they ‘don't do something that's going to damage your reputation, or worse, do anything unethical'.
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