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July 31, 2012
Social Media Abuse: Don't Fake Familiarity
 
Mitch Joel, author of Six Pixels of Separation, has it right. Practically anyone with email will agree. There are folks out there who fake familiarity with you and probably think that's clever PR. It's not. "It turns out," Joel notes, "that faking familiarity gives an air of creepiness somewhat more disturbing than the spam that came before it." 

In this social media world, it's easier than it used to be to find pegs for intrusive emails. But needless to say, finding fake pegs on Facebook, Twitter or LinkedIn is exploitation of new media, not smart PR.

"Public relatiions is human relations," Mitch Joel writes. "The companies that have made strides are the one(s) that made changes to their corporate culture by using social media. The over-arching spirit of this shift is to create more powerful and real connections. It's not easy to do this and it takes a significant amount of corporate restructuring, top-down desire and a general impetus to change how the general public deals and interacts with a business."

It other words, social media used effectively are far more challenging than fake pitches. 



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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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