What is social media?

•  Social media are computer-mediated technologies that allow the creating and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. 

What are primary resource?

• These are contemporary accounts of an event, written by someone who experienced or witnessed the event in question. These original documents (i.e., they are not about another document or account) are often diaries, letters, memoirs, journals, speeches, manuscripts, interviews and other such unpublished works. They may also include published pieces such as newspaper or magazine articles (as long as they are written soon after the fact and not as historical accounts), photographs, audio or video recordings, research reports in the natural or social sciences, or original literary or theatrical works.

What are the secondary resource? 

• The function of these is to interpret primary sources, and so can be described as at least one step removed from the event or phenomenon under review. Secondary source materials, then, interpret, assign value to, conjecture upon, and draw conclusions about the events reported in primary sources. These are usually in the form of published works such as journal articles or books, but may include radio or television documentaries, or conference proceedings.

Here are the ways of  to use Social media in public relations:

• Include Social Sharing With Press Releases

• Create Social Campaigns Around Customer Case Studies

• Ask Executives to Publish on LinkedIn

• Offer Expert Opinions in Real Time

How can we include social sharing with press release?

• If you need to write a press release, find a way to support and extend the message via social sharing.
  Keep in mind that journalists rely heavily on Twitter, Facebook and other platforms to source and research stories. When you share your story socially, you are meeting them where they are instead of interrupting them in their inbox.

Why would we create social campaigns around customer case studies?

• Most PR teams create customer case studies to highlight successes and build credibility. While some customer stories make a good write-up, most people aren’t willing to invest the time to read long-form articles.

Why would we ask executives to publish on LinkedIn?

• When CEO's or other executives actively engage with professional colleagues and customers, they’re playing an important role in building trust with key stakeholders. Yet only a handful of CEO's are active on social platforms. It’s time to change that.

what offers would we expect as opinion in a real time?

• As industry-related stories break, social media offers the prime way for you to offer expert commentary and make an immediate impact on your audience. If you wait for a press release to make the rounds, you’ll likely miss your opportunity.

Conclusion

If you’ve been relying on traditional public relations tactics, it’s time to breathe new life into your efforts. By focusing on a social approach, you’ll be able to communicate your messages directly with your stakeholders.

Reference

Rob, L. (1988) A Short Guide to post in social media. London: Scott Foresman.Chs. 2, 4 & 6. Friedman, S. & S. Steinberg (1989) Writing and thinking in the media journal .Englewood Cliffs, NJ: Prentice Hall. Hamp-Lyons, L. & K. Courter (1984) Research matters. Rowley, Mass.: Newbury House. Ivanic, R. & J. Simpson (1992) Who's who in social media? In N. Fairclough (Ed) Critical Language Awareness.  London: Longman. 141-173.