There are a lot of buzzwords out there about social media and PR.

So let’s cut to the chase.  Social media is just another channel to use to talk with your key audiences.

It really doesn’t really matter what kind of audience.  Social media is user-driven, and social media users self-select what communities they want to belong to based on their interests.

What social media you decide to leverage is up to you.  LinkedIn?  Absolutely.  Twitter?  Definitely.   Facebook?  Sure, if that’s what your targets are comfortable with.

But what makes social media work as a channel to communicate with your key audiences?

Great content.  Great content gives you something to pass on in your LinkedIn updates.  Great content embedded in your Tweets increases your follower potential.  And great content, particularly when combined with great graphics, makes Facebook pages come alive.

Social media is now just another communications channel.  And that’s good.