However, he omitted to mention how time-consuming this can be to do effectively. Engaging a community of which you are not already a part can be equally damaging to a brand if not performed responsibly and professionally.
My fear is that more and more PROs will jump on the bandwagon with little or no understanding. To think that just by signing up they will automatically start seeing results is naive. As with any PR initiative, you have to do your research and understand the dos and don'ts.
The pressure is building for PROs to target online consumers. Let's just hope that they understand the community they are joining, and are doing it with passion because they are interested in people, not just pitches.
Melanie Seasons, account manager, Onlinefire