The widespread use of social media has fundamentally changed how people communicate and share information. According to recent data from comScore, Facebook now accounts for 12.3 percent of the time spent online in the U.S. versus 7.2 percent just a year ago. Twitter now counts approximately 200 million accounts and over 110 million tweets per day.
This downright addiction to social media has made an impact in virtually every industry as companies seek to create strategies to engage on the social web. Public relations is certainly no exception as practitioners seek to communicate with, and hear from consumers, as well as using social channels to share information with key audiences.