Social networking websites have become a vital aspect of the lives of many.  As a budding PR professional, I realize that many future contacts ann consumers will arise from one of the three social networking sites I am a part of: LinkedIn, Facebook and Twitter.

         I will admit that I am partial to Facebook.  I have been a member since my young and carefree university days aka back in 2004.  LinkedIn and Twitter have been added to my roster since I began the PR and Corp Comm program at Centennial.

         As a social networking site Facebook is the holy grail.  Millions of users are members, free of charge, with Toronto being ‘Facebook City’, more registered members than any other city, worldwide.

         On the surface, Facebook seems like an ideal way for public relations practitioners to voice their views and opinions to a broad range of public audiences.

         The blog, PR Squared (http://www.pr-squared.com/) directly discusses the pros of logging onto Facebook as a PR professional and the benefits.  A number of Facebook groups are mentioned, these are directed to PR professionals and a way which they can share their knowledge.  The one I am a member of it “The Official Facebook Public Relations Group.”  I am yet to see the benefits but once I actively participate I am sure some will become apparent. 

         PR Squared writes, that from a journalistic perspective a number of US newspapers such as the New York Times, USA Today and the Associated Press have networks and thus a presence on Facebook.  Furthermore a broad range of reporters are also registered users.  PR Squared is wise to caution PR practicioners that not any reporter can be added as a Facebook ‘friend’.  To play devil’s advocate, this will not help a PR practicioner pitch their story or idea.

         To reach consumers, PR Squared suggests that appropriate groups for the cause are identified and researched.  Will the group be open to all registered members of Facebook, or will it be invitation only?  Once a group is established is must remain active and updated.  Otherwise your PR cause will quickly die.

          Saul Hansell, of the New York Times BITS Blog, presents a very different side of Facebook and the PR professional.  Hansell admits that he does not accept ‘friend’ requests from individuals he has never met.  This is understandable, there are lots of different people in the world.  However, he goes on to state that he also does not accept friend invitations from individuals in the public relations business.  In particular those who work at agencies.  Hansell believes that the relationship between a journalist and PR professional is complex and works better at their distance. 

         As a future PR professional it is very interesting to see the two different sides a reporter and a PR blog have on the same issue.  In my opinion both make sense in their own way.  I am a firm believer that no matter how many social networking sites one belongs to, only befriend individuals you know.  If you’ve exchanged business cards, I think it is both appropriate and beneficial to add them to Facebook.  That being said, if you are rejected, accept it.

         I have always questioned the legitimacy and security which surrounds Facebook.  On February 11, 2008, Maria Aspan wrote in the New York Times (http://www.nytimes.com/2008/02/11/technology/11facebook.html?ei=5124&en=c4124f08081c16b4&ex=1360472400&adxnnl=1&partner=facebook&exprod=facebook&adxnnlx=1205863475-ATO9MJa9vaDjXAhufgM+Ug) about the challenges one faces when trying to leave Facebook.  To be honest, I have never considered leaving the ‘book.  However, Aspan raises a number of valid points.  Members who leave Facebook can return at any time and find their profiles untouched.  This means that the information must be stormed somewhere in Facebook’s cyberspace.  Two individuals in the article are cited as only having their personal information permanently deleted from Facebook when legal action was threatened. 

         A fellow Canadian, Steve Mansour (http://stevenmansour.com/en/tagster/facebook), took matters into his own hands and is now guiding others on how to escape the sticky situation of leaving Facebook.  As a PR practitioner one must be very cautious of the information they are leaving in the public domain of social networking sites.

         My opinion on all the various opinions that exist regarding Facebook and the pros and cons for a PR individual certainly sways on a daily basis.  I think the best approach is to keep your Facebook for personal reasons.