Be ready for a long term commitmentThere is more valuable information in this post. If you want to read the entire article, here's the link: http://www.toprankblog.com/2009/11/how-to-social-media-pr/
Tactics = fast, strategy = slow
If you’re able to execute on something that resonates, engaging in the social web with the goal of generating PR can see results fast. But don’t make the mistake of thinking a single tactical success is all it takes to see sustainable growth. You need to engage in continued tactics over a long period of time – and the truth is as many of them will fail as will succeed. But if your strategy is sound, in time, it will pay off and provide increasing returns.
Need to become referential
A social media PR strategy needs to be designed to position the company a referential brand. When the brand or company identity becomes referential, your work will start to get easier. As you contribute more, people will start to notice and your content will spawn organic reactions and discussions external of the original source. Additionally, the industry will start to recognize you as a go-to source, and you’ll start to get referenced by virtue of your presence. Find a way to become referential and your efforts will multiply themselves.
Push through “the dip”
To get to the point of seeing PR returns at scale for your social web participation, you’ll need to push through “the dip”. In other words, outlast others who aren’t as serious or committed as you are. I’m still relatively new to the TopRank team, but am honored to publish content at Online Marketing Blog, where the first post dates back to 2003. Well over 2,000 posts have been made here, consistently, and that commitment has paid off: This blog generates 10-20+ organic PR placements each month (equal to about a $10K/month PR budget). Reaching the point where publicity is generated as a by-product of participation should be an end objective of social media for PR.
From the article:
Detroit was the arsenal of democracy in World War II and the incubator of the American middle class. It was the city that taught mass production to the rest of the world. It was a place that made cars, trucks and other tangible products, not derivatives.I can hear my friends on the right now: government should not be picking winners and losers, BUT we need a industrial policy in this country that promotes making things here over shipping jobs and manufacturing expertise overseas. Perhaps we can start by NOT giving corporations tax breaks to open up shop in foreign countries. Give us something to keep, and create, jobs here.
“We’ve been living with the illusion that manufacturing — making things — is so 20th century,” said Mr. Shaiken, “and that we could succeed by concentrating, for example, on complex financial instruments while abandoning the industrial base that sustained so many American families.”
My rants against business are aimed at big giant corporations and the gigantic "too-big-to-fail" financial firms on Wall Street. I don't understand the big corporations that make millions or billions in profits, yet still lay off thousands. Why can't they bite the bullet for the good of the economy and make less money? Don’t they see the connection between unemployment and lower sales? I don't understand the thinking behind the huge bonuses on Wall Street, when it's the taxpayers that kept those businesses afloat. If they really earned those bonuses, why did we have to shell out almost a trillion dollars to keep them solvent? It is socialism! Socialism for the rich.
Yet, some of our local businesses here have been hiring! I know of a couple in my town of Batavia that have hired employees recently. I see people volunteering to help in my local community. I see people from "Main Street" USA trying to help the situation. I see very little of that same attitude from Wall Street or other big corporations. Why is that?
Support your local businesses. In the aggregate, they employ a lot of people. If there's innovation or a future high-flier, there is a good chance it will come from a struggling local business. Who would have thought a few geeks in an office in Albuquerque would turn out to be Microsoft and create thousands of jobs? And that one of those geeks would become the richest man on the planet?
It seems we're in a vicious circle here! Which "side" is going to blink first? There was a time when the business world realized that people had to work, had to have an income in order to afford the stuff they make and sell. Now it seems the business community wants us to just run up a pile of debt again to buy the stuff they make and sell. They need to do their part, show some cojones and start hiring again. Quit expecting the government to continually bail you out!