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But, in this case, it's easier to ask who shouldn't contribute in Social Media because the majority people in PR and Advertising are clueless about how to engage without coming across as marketing.
I agree with Bell's point, "Ultimately, it's a genuine respect for people and an understanding that they own the conversation that drives new PR. We can shine a spotlight on it, facilitate it, join in, measure it, even. What we cannot do is own it, control it or apply old school thinking from PR or advertising to succeed."
But instead of saying
Why?
Because right now, it's the lack of respect that's stealing the spotlight.
It is this respect that is exactly what's needed in new and traditional PR, advertising, and marketing - with an added element of expertise in the products/companies they represent.
I indeed wish it was the critical driver for PR's evolution today. Instead, there is a grave misperception that Web 2.0 is the "new PR" and therefore we now have the tools necessary to control the conversation.
That's absolute rubbish. Web 2.0 is not Most don't even know how to find articles like this unless we publish them in a book or contribute to industry trades.
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