Social media never sleeps; therefore PR is a lifestyle not a profession. This pushes responsiveness to the top of the priority list.
In my heart of hearts, I believe this is true, but I’ve also come to believe that social media is entering a period of normalization. It’s something akin to Gartner’s Hype Cycle, where expectations were exceedingly high — beyond possible — but are now starting to normalize. And normalization is sorely needed.
The compulsion to respond immediately with top of mind thoughts is slowly ceding to responding in a timely fashion, but with greater consideration. Social media can wait.
Last week, I just left traffic court (unfortunately, I have a heavy foot, one of my many faults). I’m stopped at red light that is malfunctioning and traffic is backed up in a serious way.