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March 27, 2012
Social Media Invites 'Agile Engagement'
Here's a great term for focusing the use of social media in PR — "agile engagement." You don't just monitor social channels, but figure out how to become creatively engaged with the people using them. It's "not just the actual production of content," says Sarah Skerik in a PR Newswire post, "but incorporating the voices of our social audiences into the content mix by building social collaboration into the strategy." In other words, talk with them, not just at them.

The "sweet spot" then becomes the point at which customer and corporate interests intersect.

Getting there, says Sarah, involves:

1. Training social media teams to interact by re-tweeting and other techniques.
2. Making curation "a two-way street."
3. Finding the right online groups to reach.
4. Involving your customer service teams.
5. Seeking opinions from your online audiences.

Sarah Skenik is PR Newswire's vice president of social media and author of the free ebook Unlocking Social Media for PR. Her post is definitely worth applying.  

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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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