Social media is about interaction.

The opportunity to connect, network and interact with lots of people sharing your interests is the greatest social media benefit. This provides the chance to build and maintain relationships.

A question to all the PR people: Do you take advantage of this great opportunity to interact and engage?

Does your brand build network of ideas, brand experience and values? Does it interact with its fans? Does it engage with them in order to get feedback and to learn their opinion, expectations, and critics? Does your brand provoke the people to talk?

I think all the communicators should put this cartoon (created by Tom Fishburne) somewhere around them to remind them that speaking about their brand only without interaction is useless. [What's more, I consider having a brand Facebook fan page, for example, will be just another form of (passive) advertising which is similar to ad spots or print ads - and all of them do not allow real time interactions and communications.] The thoughtful and engaging use of social media provides interaction. Social media allows brand experience to be created as well. This is the new way for the brands to build brand behavior in the context of digital world. This is the future of brand positioning.

Being antisocial on the social media channels is easy. Just do not communicate and interact with other users. Do not listen. Then it won’t matter if you are on line or not. Absolutely the same is valid for the brands.

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