1.)    Shine your light: Once you master a skill or a task, move on and share that aptitude with a different account team or your co-workers. Everyone wins when you learn from each other.

2.)    Connect with causes: This shows you care, and it’s not just about the money.

3.)    Reconsider metrics: Look at what type of analytics you’re using, if any, and see if they are the best way measure what you’re interested in.

4.)    Listen: Hear what consumers, employees and bloggers are saying about your company/product and incorporate that into your business plan. This also means responding to your online following (very important!) Public relations is still about customer service.

5.)    Media training for everyone: With social media, everyone is able to speak on behalf of the company, whether it is the C-suite or a junior-level employee, so make sure they’re ready.

6.)    Bring the legal department in early: Make sure that legal is involved with social media strategies from the beginning. That way, everyone is on the same page and can act proactively, instead of cleaning up after a crisis!

Chris emphasized that having a blog or a Twitter account is not just about exposure. It is about using these tools to leverage relationships with your audience and create influence.

Becky Loya is a senior at Boston University studying public relations. Follow her @BeckyLoya.