I've been having lots of interesting conversations of late with folk from various PR agencies, all interested in understanding more about online PR and social media and how they can add it to their current offerings. There are those who think they should be doing it but clearly wish they didn't have to and those that are genuinely interested in learning and developing their skillset, but they all have one thing in common: a fear that online PR and social media activity is a dark art, a secret mystical world where only a chosen few have the 'knowledge'. Now while of course it's true that it takes time and hands on experience to build up an understanding of how to engage online, it's also not rocket science. Don't waste time searching for the social media guru (there are only a handful of true trailblazers and you probably can't afford them) - instead follow some simple steps - Listen, Understand, Add Value, Have Empathy. There is no quick fix - if you're successful at engaging offline, chances are you're the type of person who will quite happily get to grips with the world of social media.
*image courtesy of tao_zhyn