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Social Media 'Likes' Don't Equate With Action
By: Doug Bedell
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UNICEF (the United Nations Children's Emergency Fund) is making a good point about the growing appeal of social media as a PR tactic, and we have Stuart Bruce to thank for pointing it out. "Likes don't save lives," says UNICEF in an affecting Web commercial, referring, of course, to Facebook, "Money does."

The "problem" with social media is that it takes little or no effort to connect with friends, products or organizations on the Internet via social media channels. But "mere" connections, of course, don't insure that any necessary action is taken. Connections alone can amount merely to infatuation; we can easily become infatuated by social media outlets. "What should I (or my friends) be doing next?" should be the immediate question in our minds, or in the PR strategies we are basing on social media.    

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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