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.
I strongly believe in the power of social networking for small business. I think blogs are the cornerstone of a social networking strategy. They're personal, informative, and visually appealing. However, they do take effort and time to become a source of new customers for your business. I ran across this while trolling online for information on blog marketing: