11 social media principles to guide PR agencies

Social media is still suffering from the “hot new thing” syndrome. Clients need it and agencies say they can master it, but neither group knows why they are using it or how it plugs into the business side.

Here are 11 things agencies should accentuate when it comes to social media services:

1. Listen more and talk less. Agencies continue to overlook the No. 1 required first step of social media: listening. Not only is this detrimental to their own businesses, but agencies also hurt clients by not providing them the first step in building an effective social media program.

Listening is where it starts, and an agency that doesn’t show a client why this is important shouldn’t be surprised when that client decides to part ways.

2. Effectively communicate through content . Agencies need to show clients how to communicate with audience through content, and not market at them through social networks.

Everyone can tweet, but building a true connection with people is where real value lies. This won’t happen without good content, and this is why listening is so important. It helps clients better understand what kind of content they should be providing.