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September 24, 2013
PR Risks of Being on Social Media
 
Social media is a new enough publicity arena that this post on the B2C blog, "The Risks Associated With Social Media Marketing," is pertinent to PR people. (It's by Craig Robertson, who isn't identified further by B2C because "he has not yet filled out a public profile." Shame!)

Robertson's SM risks (and he acknowledges there may well be others) are listed as:
      - Prompting a fast-spreading PR crisis because of the viral nature of social media
      - Security, because hackers can potentially get into accounts or other aspects of a posted business
      - Offending your audience 
      - Sticky-fingered competition, because competitors might be inspired by your SM presence
      - Legal implications, because, for example, your SM utterances might be used in litigation against you

None of this is to say your client's business shouldn't be on social media. Just know the risks of being there, and avoid them to the extent possible.  

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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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