EDU Interactive recently attended PR Newswire’s panel discussion: “Industries in Flux: Media and Public Relations and the Impact of Social Media.”  Here is a brief overview of some of the important discussions:

* Social Media should not be considered a campaign, but a strategy to build relationships.

* The level of engagement should be the true measure of success, not simply the number of fans, members, or followers.  It’s the time spent, level of interaction, intimacy, and influence.

* Social media should not be used to outright promote a company or product.  Instead it should be used to share expertise, build relationships, create a conversation, and/or be more human.  What is your ultimate goal?

* 60% of people online use social media.  93% believe companies should have a presence in social media.  85% want to interact with select companies and/or brands and 56% feel closer to a brand when they have the opportunity to interact.