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Second helping of thoughtful papers on social media,
This review is from: Share This Too: More Social Media Solutions for PR Professionals (Hardcover)
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The sequel to Share This, Share This Too is a second helping of thoughtful papers by PR industry leaders on all aspects of social media. Like its predecessor, this book was sourced from the Chartered Institute of Public Relations Social Media Panel, and contains the latest thinking from a PR perspective in a fast moving market.
Of particular interest is the chapter on Wikipedia. The CIPR code of conduct on Wikipedia takes very much a 'high road' approach, signing up its members to only work within Wikipedia's own workflow. However, as the paper acknowledges, there have been significant examples of PR agencies offering to source Wikipedia editors willing to rewrite articles to suit a client's brief, and other examples of gradual change to an article over a period of weeks which were too slight to be picked up by Wikipedia's automatic filters, but which entirely changed the meaning. Share This Too picks a thoughtful way through these and other quagmires, very much advocating the high road, but all too aware of the low road.
Social Media is moving so fast that I would recommend to fellow PR professionals that if they only read one PR book this year, it should be this one. While most people in the profession are already wise to the more disastrous uses of Twitter (particularly) which are referenced in this book, they will most likely not have encountered, or thought of, all of the more subtle issues. The book is helpfully rounded out with long term industry case studies, which demonstrate that it is possible to have strategy even in such a fast changing world.