(from October 20, 2011 – this is a reposting from the Jim Arnold Communications blog, which as been combined with Jimbolaya. I have several columns to repost over the next couple of weeks.)

This morning I attended the monthly Entertainment Publicists Professional Society’s Hollywood meeting, where the panel topic was ” The Integration of Social Media into PR Campaigns.”

Panelists included Todd Beck, Beth Braen, Jenny Connelly, Tracy St. Pierre, Andrew Stachler, Laurel Whitcomb and Dawn Wilcox – all moderated by Rosalind Jarrett, here at the podium standing behind the “E.”

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They discussed how their various companies – including NBC, the Academy of Television Arts & Sciences, Allison & Partners, NATPE, Beck Media & Marketing, SAG and Warner Bros. – worked with the various social media platforms (Facebook, Twitter, YouTube were the most talked about) to make use of their continually changing nature.

A couple of instructional takeaways:

• roles and goals – as in, (at a company or even solo) define first what it is you want from social media and who is going to handle the day-to-day jobs of posting, monitoring, measuring, etc. Like with all PR, a strategy is essential.
• Facebook for conversations, Twitter for announcements (or for the first place an announcement shows up) – can be a rule of thumb.
• Social Media strategy is not static, ever – it evolves. I think all the companies presenting this morning had war stories to tell about how they’ve adapted as these platforms have matured and people have figured out how to best use them.

All of this, of course, is applicable to book publishing or to an author’s fan page or twitter account. Like with so much in life, it’s the commitment and perseverance that counts.

What have you done that’s been successful? Have you tried something with social media that fell flat, or that on second thought, you would have changed?