Social media has had a dramatic impact on public relations. Maybe you remember a time when public relations was more straightforward and have witnessed the incredible change social media has turned it into. Social media is constantly changing and this is the only constant about it. For example, if you've been following the Rio Olympics, you would realize there's a piece of news released every minute on the current status of the games on various platforms. A decade ago, you would have sat in front of your television and watched the games as it were. Today, the story has changed. You can have the games on TV, read the Twitter feed of live tweeting and its responses, watch highlights on YouTube or even follow two games at once on two different channels. Your concentration is not just on one thing. Traditional media has not been replaced by social media. Traditional media is still a powerhouse on its own. What has happened is these two Medias have merged creating a powerful platform to showcase one message. The key to running a social media campaign is to control your message. Do not ever lose track of what is right in front of your face. Yes, you have the luxury of posting on Facebook, Twitter, Yelp, Instagram, Google+, blogging and YouTube, but this does not mean you must lose track or control of it altogether. You must be vigilant in your interactions. All social media platforms must be monitored closely, questions must be answered and complaints must be responded to and this must all be done in a personal manner. Yes, you must be personal in your marketing efforts on social media. This is what is expected of you. You have a target audience. They show loyalty and expect it right back. There's nothing worse for a customer than finding out the client was just using them until they got rich. Customers are real people. Yes, you may not see them. They sit behind a screen after all, but every one of them is equally important. Use social media to converse effectively and with emphasis. Create an intimate connection. Be specific about your message. Let your customers sense trust and credibility. Build a relationship before you move onto the marketing stage. What is your target demographic thinking and doing? What are their interests? What are their likes and dislikes? How often are they active on social media? These are questions your campaign should have answers to before proceeding any further. Once you uncover user personalities you PR efforts can be tailor made to meet the needs of the audience more accurately. Planning a digital PR campaign is no easy feat. It must be executed properly. A few tweets or Facebook posts are not going to get you anywhere. When putting together a social media campaign integrated with PR, it must be done to drive traffic, build brand awareness and increase sales. For any business to foster potential growth, enhancing PR efforts and leveraging social media is vital.