PR Expert: Twitter Your Way to Success; Conference Focuses on How to Make Social Media Work Best for a Company

Article excerpt

Byline: JAMES CANNON

Jacksonville public relations specialists are all atwitter over Web 3.0.

The North Florida Public Relations Society of America met Friday at the Omni Jacksonville Hotel downtown for its annual PRville conference on the uses of social media.

The event was attended by more than 150 local public relations specialists and was headlined by Peter Shankman, a renowned expert on social media and public relations.

"Social media is nothing more than the ability to screw up to a much larger audience, much faster," Shankman said.

However, he said even though the company runs the chance of getting off message on the Internet, people still have to jump in and try to make it as much about them as possible.

"Making it about you promotes your company and will leverage you to be in a better network of people with more connections," he said.

But once you have that network, Shankman said you have to remain in constant contact with them. He said people interact with less than 3 percent of their network on a daily basis and that was not conducive for "Top of Mind," one of his four points on how to utilize social media to its fullest.

"Top of Mind" can be achieved by simply sending messages to your contacts asking them how they are doing or sending them a birthday message via Facebook or MySpace. The other three points were transparency, brevity and relevance.

"You need to be relevant. If you aren't, people will get information from any number of other sources," he said. "You need to know how your target audience receives their information and then cater to them. …