Liana Evans discusses how social media has shifted control to users and away from organizations. She notes users don't care about organizations and can identify marketing attempts, so organizations must provide valuable content without directly trying to market to users. Evans advises developing a social media strategy with caution and not relying solely on tactics.

2. Social Media & PR Liana “Li” Evans SearchCamp Philly – Philadelphia, PA October 2009 Twitter: @storyspinner Liana “Li” Evans Forget What You Know… It’s a New World Out There

3. How’d We Get Here?

4. Strategic Shift in Control

5. Social Media’s Different It’s Not About Spin, It’s Not About Control

6. Do You Know Your Online Audience?

7. What Types of Social Media Do They Use?

8. They Don’t Care About You

9. It’s About Sharing

10. Valuable Content Matters … but the end user decides what’s valuable, not you

11. Hate To Be Marketed To

12. Can Sniff Out Frauds

13. Don’t Be Stupid

14. Seriously….

15. Approach With Caution

16. Tactics in the Absence of Strategy ………… Is Like Doing Nothing At All

17. Contact Director of Social Media SergentiCommunications.com TakeItInHouse.com SocialConversations.com [email_address] Twitter: @storyspinner SearchMarketingGurus.com lianaevans.com