Social media is always on. It is open for business, good or bad, 24/7. It does not have an off switch. This is something as a PR major that we explore constantly. How to manage the "always on" media of today's world. This is especially difficult because there is no equation to tell you that you have successfully dreamed up an amazing social media plan. It is all trial and error. A plan that you think is fantastic may fail miserably, while a plan that you think is not the best works with flying colors.
As a PR specialist, it is our job to always be aware of what is going on. From current news to pop news, we always have to be at the ready. I could honestly never give up my Facebook or Twitter account in fear that I would miss something big. It is not that I have to be posting constantly, rather that I need to be in the "know." This is "always on" media at its finest.
Always on means that you want to be the first to break or react to the news. This is both good and bad. It is tough to have all the facts that quick, but you are expected to know everything you can, as soon as you can.
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