So I'm soaking up as much as I can from the "leaders" in online PR and social media, and I'm reading dozens of blogs and talking with as many people as I can.
Many of these "leaders" don't describe a single case study or provide a single insight into the strategic value of one tactic versus another or one tool versus another AS IT APPLIES to a real-life company or organization. Instead I see a lot of "I spoke at this conference" or "this gadget is interesting" or my favorite, "communication has changed utterly and forever."
Yes, I know that.
But here's a bit of advice for anyone trying to learn this stuff, from someone who's been in communications and politics long enough to know the difference between a player and a poser:
If they can't point to a single example of how someone is actually using this stuff and exactly how it affects that person's bottom line, they can't be taken seriously.