Don't settle. Don't finish crappy books. If you don't like the menu, leave the restaurant. If you're not on the right path, get off it.
What's required is a kind of social media sherpa, who can find you the audience you seek, who can reach to them on the platforms where they are already congregating, and who can help promote in tasteful ways that fit the sensitivities of the networks where your audiences are found.
Ask yourself this question CONSTANTLY: where can I add the most value to what matters most to me and the people who care about me?
Social media puts the "public" into PR and the "market" into marketing.
No matter what, the very first piece of Social Media Real Estate I'd start with is a blog.
The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.
Raise up the people beside you & quit worshipping those above you.
Guide them where you want them to interact with you.
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