Complexity serves nothing but our ego. Be able to say what you do in a way that people can understand.
Guide them where you want them to interact with you.
Try to help people rather than focusing on what's in it for me.
If you accept all the praise, you have to accept all the critics.
The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.
There's no value to working hard on being really popular.