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April 23, 2013

PRSA Chair Believes Automation Hinders Social Media Engagement

In an April 23 op-ed on PRMoment, PRSA chair and CEO Mickey Nall, APR, Fellow PRSA,shared his thoughts about the automation of social media engagement. Nall refers to scheduled engagement as “anti-social media” and offers recent examples of this technology at play with companies such as H&R Block and Progressive Insurance.
Nall stated, “My point is that, while automation technology may have a place in social media, brands don’t need software to get them out of “pickles.” They need smart, capable communicators and solid crisis communications plans. Relying on a software package to prepare you for your next crisis may be penny-wise from a time-saving standpoint, but it’s pound foolish in the long term. Algorithms and “push” notifications are not enough. Practitioners must be engaged and actively involved in managing and responding to the dynamic and ever-changing variables that crisis situations present.”
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