JSH&A staffers recently met with social media guru and author Brian Solis during an exclusive unveiling of Solis’ latest book, “Engage! The Complete Guide for Brands and Businesses to Build, Cultivate and Measure New Success on the Web.”

With pens in hand to secure signed copies of “Engage!,” we were excited to not only meet Solis—who is undeniably a top authority on best social media practices and return on investment—but also hear his thoughts on successful social media campaigns and how social media has changed the public relations industry.

Below are three highlights from Solis’ presentation that stayed top of mind with us following the seminar.

• Authentic Social Media Interaction is Key – Sure, we all want to our client to have a million fans on Facebook. It’s easy for someone to “Like” a brand—but what is the level of engagement AFTER that action takes place? Fans should be using the client’s Facebook page or Twitter handle as the go-to source for information about the company. It should be a space where they can openly ask questions and discuss what they do and do not like about the brand—and the brand should take the time to respond.
• Content Isn’t King – I know what you’re thinking…this statement is the absolute opposite of everything that we as public relations professionals have learned. Content should be king! While it’s true that you absolutely want to create original, passionate and creative content for clients—it’s important to promote it effectively through the appropriate online channels. 
• Slow and Steady Wins the Race – Admittedly, everyone is in a “Chicken Little” mentality when it comes to social media—if you’re not in the space, than you’re missing out. It’s important to take a step back before diving in. First you need to determine if it’s appropriate for your client to be involved in various forms of social media (Hint: the answer isn’t ALWAYS yes!) Your social media investment should be built for longevity and frequency. Solis suggested doing away with micro-sites. Instead, why not have a page built into the larger brand website and create content that requires users to continually revisit and engage with the brand?

JSH&A Staffers Samantha Flynn and Jenny Kinkopf with Brian Solis

What are your thoughts on Solis’ key points? Do you agree or disagree? Working in PR, what have you found are the necessary elements for a successfully social media presence?