Rubel: Don’t Get Caught Up on Individual Sites and Technologies

In a feature story on iMedia Connection today, Edelman SVP and Director of Insights Steve Rubel reminds PR pros to think holistically when developing social media campaigns:

“A lot of marketers focus on individual sites and technologies,” he says. “They focus on Facebook strategies, they focus on Twitter strategies. And it’s very easy to get caught up in that and be very tactical and not think about how all these different genres integrate into a holistic system. I think that’s the biggest disappointment today. A lot of people are doing a lot of great work — very tactical work — but not thinking about how all this comes together and how it works together.”

Click here for the full story.