Do you unknowingly practice ‘zombie media’?

If you set up a Pinterest or Twitter page, but no one has time to manage either, you’re doing more harm than good, warns this PR executive.

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Ask yourself: What’s the audience I’m trying to reach? Do they use these social media channels? If the answer is “no” to both questions, you next move is obvious. Those channels aren’t worth your time.

However, if you can answer “yes,” but you can’t maintain the channel (add new content, respond to inquiries), don’t bother setting it up, advises Shelly Stevens, VP of global marketing for Waggener Edstrom.

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