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To Tweet or Not to Tweet


I know I’m not alone in trying to figure out if Twitter, Facebook, blogs etc. are going to be part of my personal and professional life moving forward.

Six months from now, I’ll look back at this post and I expect to be shocked by how wrong I was, but right now I’m still having a hard time believing that social networking sites will be a significant part of my job anytime soon.
So, why is everyone doing it? Well, I can tell you that the vast majority of the people I know that are promoting Web 2.0 for PR are either: 
  1. in the 40+ age category and are trying to convince everyone that they are not being left behind or 
  2. trying to appear cutting edge to save their jobs or impress clients
  3. have ADD and are paying attention because it is the newest toy
  4. honestly believe in the technology can help their clients 
The fourth group is by far the smallest of them all. Now let me be very clear. I’m not against Web 2.0 and I’m not blind to the fact that PR is changing at a pace where it will be unrecognizable in 5 years, but we need to be smart about it. And that means not rushing into it at the cost of traditional PR tools.
As much as it may be changing, the fundamentals of PR / marketing are simple. 
  1. Create a message (hard) 
  2. Identify audience (easy)
  3. Convey message (hard)
Web 2.0 address the identify audience part, which is in my opinion, the easy part. 
Now if you’ll excuse me I’m going to update my Linked-in profile, check my FaceBook page, delete most of my email, and tweet about it every step of the way. Just in case I’m wrong.
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