Social media is the most popular publicity tool right behind the news release and email.  Publicists like to show how well they’re being followed, liked, believed.  Somehow they miss the point that it’s less about them and more about the customer and his/her relationship with the company, the brand, the product.  Increasingly social media is the place where people turn first when they have questions, problems or issues.  And they expect a response, not more publicity.  As hard as it is, it’s more important to listen, provide the information/assistance people want and then let them tell others about the great products, support and service they get from the company.  You know..people telling people, people helping people.
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