Social Media v. Media Relations

A colleague and I had a discussion today about social media and media relations. My colleague's concern is that we are spending too much time on media relations when we could be talking directly to consumers (a la social media). So the question is...

How much time should we spend on social media activities? What's the ratio between time spent on social media versus media relations? I'm interested in hearing your thoughts.

I have also posed this question on Twitter. If you work in the PR, marketing or advertising field, please take a moment to answer the question below. I'll post the results next week.


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