The PRSA panel about “Facebook’s Impact on Entertainment, PR, and Marketing” was an insightful look into a tool that over 750 million people use, many of them everyday.  This panel was led by Allyson Smith, VP, New Media at The Jim Henson Company; Clinton Schaff, VP, Dialogue Digital and Interactive Media Group and Golin Harris; Rich DeMuro, Tech Reporter at KTLA and Tribune; Eric Kuhn, Social Media Agent at United Talent Agency, and Kay Madati, Entertainment Strategist of Global Customer Marketing of Facebook.  Even though Facebook is not the newest social media tool, it is still proving indispensible and continues to penetrate deeper into user’s daily lives.  While all the panelists did concede that Facebook can in fact be a black hole of productivity on a personal level, they placed a greater importance on the benefits that Facebook can provide on a business level, and further on a social level.

There is a distinct difference between using Twitter and Facebook for business, and each panelist advised people not to combine their Facebook and Twitter accounts because the two sites have very different purposes.  Facebook provides a more natural forum for building a personal, thoughtful relationship; whereas Twitter provides a much faster and more concise diffusion of information—it’s great as newsfeed but for interacting with others Facebook is still king.  That is not to say that Twitter doesn’t lend itself to a dialogue, Twitter is great at getting the conversation started with people with like interests, Facebook is useful for keeping it going.

The event also highlighted how popularity and influence, which can be measured by Klout, on Facebook translates to popularity and influence in the real world.  But you shouldn’t just view your Facebook as a way to gauge your influence, you should use Facebook to build your brand by engaging people.  For instance, having a certain number of Facebook likes on its own is meaningless if this not equate to real world consumers or clients.  It is essential to be active on your Facebook and ensure that you will pop up the newsfeeds of those who liked your page.  Make sure to post engaging, pertinent status updates to build your fan base.  The panelists also discussed the importance of responding to negative posts that may be posted on your wall, for more on the importance of responding to criticism read our previous article here.

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