How can public relations professionals get more out of the new age media for their company?

In the era of social media interactivity is key. A person doesn't want a generic social media response they want to engage actively and productively and get genuine advice or responses from the company. By making your social media pages interactive as well as entertaining the customer will feel they are recieving added value. A social media page must not be a duplication of a print or traditional media advertisment.