All of the activity here at Topaz on the social media front got me thinking — the old social media challenges (embrace blogs and other forms of online communications or face a slow professional death) have been replaced with a new challenge: how to keep pace with both the growing number of social media technologies available and the demands being placed on us as businesses race to get on the social media bus.

The good news is that the fear and resistance that existed among some PR folks around social media is largely a thing of the past. Instead the PR community is embracing social media — and most businesses are calling for it as part of their PR efforts.

Today at Topaz, you’ll find few (if any) public relations programs where some form of social media isn’t a factor. And more and more, we’re talking about social media providing new and poweful channels for content that, in the past and still today, we’re developing for traditional PR activities. So while this presents a new challenge for the PR community, this is also an encouraging trend. And when you think about it, the challenge isn’t that overwhelming — in many ways, social media is just a better way to share knowledge and ideas and build relationships. This is something effective PR people have done all along.

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