But online social behaviour is really no different from offline social behaviour.

And the models in your clip-art are scaring me. Like they’re about to start singing, part of a revival of Up With People, or Zoom.

It depends on the client, their need for exposure and the willingness to invest both in an ongoing relationship and their branding future.

Some walk away right away and others cautiously test out new strategies that may seem ho-hum to us, but are overly edgy to them.

One trend we’re seeing is a move away from pricey website design/upkeep to a frequently updated blog/newsroom presence.

Being persistent about what’s best for the company, their brand and their community of clients works even in a brick-and-mortar world – especially when their clients are already online and acclimated to living, exploring and experiencing life on a screen/phone. My clients need to be where their clients can find them.

“Barbara, it’s nice to see someone else working with the same types of groups. For curiosity’s sake, on your end, how willing have you found your audience to be about learning basic PR concepts? I have times where they’re the most amazing group, just willing to learn everything they can get their hands on, and at other times I struggle to get anything to sink in. It’s definitely interesting to see on a daily basis.”

I think it’s vital to surround yourself with people who aren’t just “yes men” – people who call you out if you’re wrong and who challenge you to push yourself. I don’t think it’s any different online.

I get more out of posts that I don’t initially agree with, but that get me thinking, than I do out of reading posts that completely agree with me. There’s no harm in agreeing with people, but you can have too much of a good thing.

It results – through no one’s overt or intentional exclusions – in what’s been referred to as the “echo chamber.” In my opinion, it’s neither bad nor good; it just IS. (I am, of course, referring to those who aren’t gaming the system intentionally.)

What can PR bloggers do to avoid falling into this trap?
1) Acknowledge that it exists. By being aware of it first, we’ll be able to do something about it.
2) Know that it’s okay to be part of the clique. There’s nothing evil about it. You might even pick something up along the way. But don’t limit yourself.
3) Seek out alternative points of view, new sources, etc. by using Twitter, Google Reader’s suggestions, sorting through blogrolls, or asking friends for new and different blogs.
4) Create some dissonance. Don’t always be the back-slapper. Take an alternative position and defend it vigorously without alienating yourself. If “@Geoff” is who I think he is, he does an excellent job of this. And I think you’ve done an admirable job of this as well, Jennifer.

I’m sure there are more points that can be added, but that’s all I can muster at the moment. Now, back to the echo chamber… 😉

– Amanda